Unity has been brought on board by the global development charity to drive sales of its gifts.
The agency's first brief is to promote WWF's Earthly Gifts catalogue for the Christmas market.
Unity group account director Hannah Carter said the agency would initially generate exposure across consumer media, and was planning further projects for next year. ‘We are planning press trips for journalists to see projects in places such as the Philippines and Africa,' said Carter. ‘That way we can show that the gifts being sold by WWF are produced ethically and aid the development of the people in the countries of manufacture.'
WWF senior press officer George Hadley said hiring Unity would allow the charity's in-house team to focus on publicity around core campaigns. In July, WWF announced it was readying a major campaign to reduce the UK's
‘ecological footprint' and promote sustainable living (PRWeek, 7 July).
Hadley said the charity held informal talks with other agencies, but there was no formal pitch process before Unity's appointment.
It has used freelancers on an ad hoc basis to handle product PR in the past.
Carter joined Unity in October from supplement firm Equazen.