Sue Ryder picks TMW for integrated advertising account

Sue Ryder has appointed TMW as lead agency for its integrated marketing activities, with the key objective of achieving fundraising growth.

The appointment was made following a three way shoot-out against Ogilvy One and SFW, with Beta and Meteorite being knocked out at the initial stages. The review process was managed by Oystercatchers.

The charity, which provides care services to people with long term and end of life conditions, has tasked TMW with rejuvenating its individual giving fundraising proposition, as it seeks to recruit new supporters and improve understanding of the vital services it provides.  The proposed approach will support the work already being done at local level in and around the charity's existing 14 hospices and neurological centres, whilst also providing a framework to ensure broader national appeal. 

In addition to this, TMW will help enhance and further develop the charity's current CRM strategy and In Memoriam Giving approach. TMW will create and execute a range of activity for the brand, including both on and offline communications across a variety of channels.

Jason Suckley, director of fundraising and marketing, says: "Sue Ryder hospices and care centres provide a vital service to local communities, supporting patients, families, friends and carers. Our aim now is to raise awareness and generate support for the work we do and a clear fundraising strategy is essential to making this happen. TMW's understanding of the brand and the strength of their creative approach make them the ideal partner to help us take the brand forward."

Emma Norman, business director at TMW, adds: "The work that Sue Ryder do is incredible and increasingly important as government funding continues to wane in this sector. Our aim is to help them step out of the shadows and enjoy the kind of support that they deserve as an organisation. Their willingness to be brave and honest with us and with themselves sets us up for an exciting challenge ahead."