Munro & Forster chases McDonald's children brief

The charity supported by fast food giant McDonald's is poised to call in Munro & Forster as it looks to double in size over the next five years.

Ronald McDonald House Charities (RMHC) is on the verge of signing up agency support for the first time.

Munro & Forster is believed to have beaten off competition from rival agency Trimedia to scoop the ongoing contract, following a competitive pitch process. The charity wants support to help make more of an impact with its fundraising campaigns as well as attracting more corporate sponsors.

These fundraising campaigns will be crucial to RMHC's goal of adding up to 400 new bedrooms nationwide, as well as having a presence in all the major children's hospitals.

Currently the charity has 12 houses and 29 sets of family rooms across the UK. These facilities are located near hospitals and children's wards for the parents of seriously ill children receiving hospital treatment.

Munro & Forster confirmed it had pitched for the account. If successful, the agency will work with the charity to promote and secure celebrities for a series of events throughout the year, including a golf tournament in September and the annual gala dinner, to be held in March at the Natural History Museum.

The agency will report to RMHC's new marketing and comms officer Belinda Whitehead. She is the charity's only internal comms member of staff, and joined at the end of December.

McDonald's provides financial and in-store marketing and fundraising support to RMHC, which is an independent non-for-profit organisation.

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