Barrell told PRWeek: ‘When I was in-house, I saw a gap between agencies that can offer strategy and those that can actually carry out a campaign.’
He believes there is a need for an agency that ‘knows the non-profit sector from the inside’ even as charities face cuts to funding: ‘It’s a risk but the current economic climate is here to stay and charities need more than ever to align their comms, fundraising and campaigns.’
Barrell has found that the tough economic times have led charities to readdress how they are handling their comms and when ‘tried and tested fundraising techniques are showing a diminishing return’.
He said: ‘Charities are looking for new ways to get more value from their communication and fundraising. This goes beyond joining up channels – it’s about getting fundraising, comms and campaigns to pull in the same direction, focusing on audiences and breaking down historic silos that act as a brake on progress.’
The agency launches with health charity Merlin and with six full time staff based it its Farringdon office.