WWF looks to external PR agency to help raise funds

The World Wildlife Fund is looking for an agency to handle PR for a range of community fundraising events.

According to WWF head of marketing comms Tanya Reed, the group is seeking agency support for work that has traditionally been handled in-house, a move prompted by a wider restructuring of the group's comms division.

Director of comms Perdita Hunt heads a 30-strong team, which incorporates all PR and marketing activity.

According to Hunt the restructure will consolidate roles into the three main areas of advocacy, brand and comms resources. Hunt said that having strengthened comms resources this year, the aim now is to work on the advocacy and brand departments, and to improve integration across the teams.

Public affairs, press and a campaigns team will be brought together under a newly created head of advocacy post.

The agency appointed will work on fundraising events including the annual 'Big Swim,' a nationwide sponsored swim for the protection of marine wildlife, now in its 11th year.

Another major campaign will be for the 'global applause' initiative which was launched this year. Amateur dramatics groups across the UK will perform 'Saving Ardley,' a play commissioned by the WWF, which will raise funds through the sale of souvenir brochures.

The WWF does not currently retain any external PR agencies, and the new agency will be appointed 'very much on a project to project basis', according to Reed. The situation will be reviewed on an ongoing basis.

Reed confirmed that the group has already put together a brief, and talked to a couple of agencies, which it plans to meet again at the end of the month for further discussions.

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