Boys & Girls Clubs of America selected Atlanta-based Dagger as its new creative agency of record, following a review.
“At Boys & Girls Clubs we want to partner with an agency that will help us bring a legacy brand to new relevancy in the hearts and minds of our key audiences,” Boys & Girls Clubs of America Karl Kaiser said in a statement. “I’ve been impressed with Dagger’s creative strategies and their innovative approach to help us generate understanding and affinity for existing and new supporters. They have become thought partners along the way, reinforcing their desire to elevate our brand in an ever-changing market.”
Dagger will be tasked with helping Boys & Girls Clubs of America advance its mission, reaching new audiences and supporters, building a brand campaign showcasing the organization’s positive impact on communities and youth across the country.
Boys & Girls Clubs of America has had creative agency of record relationships in the past, most recently with CPB, following the end of its association with McCann. More recently, the organization has been working with agencies on project-based assignments, ahead of issuing a national RFP to identify a new creative agency partner.
“We were blown away by just how much Boys & Girls Clubs have to offer youth. From an audience standpoint, trying to connect meaningfully with parents, teens, donors, alumni and educators often adds a level of complexity to communications,” Dagger CEO Mike Popowski said in a statement. “Our brand platform approach will support Boys & Girls Clubs of America with stronger flexibility and scalability, with a universal charge that rallies this variety of audiences around their transformative mission.”
“We’re excited to partner with Boys & Girls Clubs of America to ensure every youth in America has an opportunity for a great future,” added Dagger chief experience officer Carla Paschke Guy. “A critical ingredient to accomplishing this goal is a breakthrough creative strategy that combats existing barriers of public misconceptions about what Boys & Girls Clubs of America actually offers.”
The appointment follows Dagger hiring Al Patton from 22squared as its first CCO last month. Last year, the agency won social media agency of record assignments for American Cancer Society and Sweetwater Brewery, and also moved into a new office.