CHICAGO The American Red Cross has tapped independent agency Doe-Anderson to help increase the organization’s blood donor base and improve its relationship with existing donors, the shop confirmed.
The work, for the organization’s biomedical services division, will include advertising, direct marketing, public relations and customer relationship management. The client was impressed with the Louisville, Ky., agency’s word-of-mouth and advocacy campaigns for clients such as Maker’s Mark, Umbro and Kohler, said Greg Ballish, vp of biomedical services for the Red Cross.
“The programs they have developed for other clients are groundbreaking,” Ballish said. “The biomedical services division’s communications strategies have always been coordinated, but have been executed by our individual regions. While working closely with our regions, we will now bring our communications strategies together in a singular effort both in strategy and execution.”
The organization was impressed with the shop’s affiliate work and its ability to develop a national campaign that can also be used in local markets, according to a Red Cross representative. “It makes sense to work with an agency to develop a nationwide campaign that has that focus and target in mind,” the rep said.
The campaign will largely rely on donated media, according to the rep. The work was awarded following a review. Other contenders were not disclosed.
Red Cross Hires Doe-Anderson
