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RKCR/Y&R win Royal British Legion account and fight for Virgin Atlantic

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It's been announced that Rainey Kelly Campbell Roalfe/Y&R, the full service integrated creative agency of choice for the Great Britain tourism board campaign, has won the account of yet another esteemed British institution. The agency won the brief for the Royal British Legion in a three-way contest against M&C Saatchi and BMB, with consulting firm Oystercatchers handling the review process. The RBL is a charity which provides financial and emotional support to members of the armed forces (both current members and veterans), as well as their families and RKCR/Y&R has been tasked with rebranding the charity and creating advertising content for all of its fundraising initiatives, including the Poppy Appeal.

RKCR/Y&R and the RBL are looking to attract support from a younger generation

Beyond its famous festival of remembrance, the RBL is looking to attract support from a younger generation by emphasising the work it does in rehabilitating the injured servicemen of today. Rupert Williams, the managing director at RKCR/Y&R, has said that he believes "Most people who buy a poppy don’t know where their money really goes,” and their campaign will go some way towards rectifying that problem. He says that himself and his team, feel that donations would increase (especially in younger people) and that the Poppy Appeal would gain a greater and wider relevance if people knew that most of the money donated “Goes towards supporting today’s injured servicemen.” Williams, and everyone at RKCR/Y&R are “Incredibly proud to be given the opportunity to help make that happen."

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The RBL win comes at a crucial time for the agency, as they are in serious danger of losing one of their most notable clients; Virgin Atlantic. The airline announced on Monday that (with the help of Creative Brief) they had kicked off a new pitch, with briefs issued to a long list of agencies (RKCR/Y&R included) on Tuesday. Reuben Arnold, Virgin Atlantic's brand director, refuses to comment on the exact number of agencies being considered, but it's believed around five or six will take part in chemistry meetings and three will pitch, with the process expected to be completed by the end of August. RKCR/Y&R are (as the incumbent), the only participating agency confirmed thus far, though Adam &Eve/DDB are expected to be a part of the process.

Ben Kay, chief executive of RKCR/Y&R, is confident of his agencies chances of holding onto the VA account

RKCR/Y&R have held the account since 1994 and in that time their relationship has never once been questioned. The most famous Virgin Atlantic campaigns the agency has been responsible for are those which attacked rival carrier British Airways with the “BA don't give a Shiatsu” slogan. Of course Arnold has been asked if VA have been following the progress of the recent BA pitch, and admits that the company was “Aware of the process that was under way at BA,” but is adamant that the BA pitch has had no bearing on their approach. Arnold believes a major deciding factor in the pitch will be the agencies “Digital capabilities,” and that "Procurement will play a very active role – both to ensure we select the best fit against our criteria and also to ensure we get the best value for our business". Ben Kay, the chief executive of RKCR/Y&R, is confident of his agencies chances of holding onto the account, saying they are proud of their 20 years with VA and see the review as an “Opportunity to prove to the business” why they are also the right partner for the next 20 years.”

Official RKCR/Y&R Website

Official Royal British Legion Website

Official Virgin Atlantic Website

Benjamin Hiorns is a freelance writer who always wears his poppy on remembrance day, but has never flown on Virgin Airlines (he's more of an Easy-jet man).

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