Guide Dogs Appoints RAPP to Brand Work

Jul 18, 2014, 09:08 ET from RAPP

LONDON, July 18, 2014 /PRNewswire/ --

RAPP wins combined media and creative brand account 


Guide Dogs has appointed RAPP to handle the combined media and creative accounts for its integrated brand campaign.

RAPP will handle all brand activity for the UK charity, which provides independence and freedom to thousands of people who are blind or partially sighted through the provision of a range of mobility services. It also campaigns passionately for the rights of those with visual impairments.

The charity has set ambitious targets for the activity, which comprises digital, pay per click, outdoor, press and radio, to improve awareness of its work, as well as drive donations.

RAPP will develop the creative, as well as handle media planning and buying, for three integrated campaigns throughout 2014 and into 2015. The activity will be rolled out across fundraising, advertising communications and local campaigns to maximise impact and synchronise messaging.

Louise Robertshaw, head of communications and campaigns at Guide Dogs, said: "RAPP provided us with invaluable insight on the key areas for brand development for Guide Dogs.  They also demonstrated to us that they could really bring together our brand advertising and fundraising activity to ensure we deliver against all objectives, as well as delivering an integrated above-the-line media campaign."

Samantha Nolan, chief client officer of RAPP, said: "Guide Dogs have had a phenomenally successful 2013 and we are excited about taking them to the next level when it comes to building awareness and broader understanding of what they do as an organisation. The opportunity to bring together fundraising and brand to deliver seamless and impactful media and creative solutions is hugely exciting for us."

The appointment brings together the media and creative accounts for Guide Dogs' fundraising and brand activity under one roof at RAPP. The agency won the fundraising business in 2010 following a competitive pitch. Work includes the DMA Bronze-winning Dave and Quince TV ad, which has been successfully running since 2012, as well as all Guide Dogs' legacy, regular giving and cash donation activity.

About Guide Dogs 

The Guide Dogs for the Blind Association is a UK-wide charitable organisation founded in 1934. Guide Dogs is working towards a society in which people who are blind or partially sighted enjoy the same freedom of movement as everyone else. Find out more about Guide Dogs at

About RAPP 

RAPP ( is the world's leading customer experience agency. RAPP is driven by data, inspired by culture, and enabled by technology. The agency believes in creating real-time, brand-building, problem-solving, useful customer journeys across all channels that are measurable, trackable and accountable. RAPP continues to build on its heritage as a powerhouse in direct, relationship and loyalty marketing to deliver experiences that make brands, products and services richer. The multichannel network is comprised of more than 50 offices in 30 countries. RAPP is a part of The DAS Group of Companies, a division of Omnicom Group Inc.

About The DAS Group of Companies 

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.

Media contacts 

RAPP: / +44(0)20-8735-8000