Sally Army signs up Bath agency Edit to handle media buying ahead of annual Christmas appeal

Bath-based multi-service marketing agency Edit has won the media buying account for The Salvation Army following a three-month tender process in competition with three other agencies.

Campaign activity will go live in October for The Salvation Army’s annual Christmas appeal, which each year gives presents to many thousands of underprivileged children. 

Edit, part of the St Ives international marketing group, already handled The Salvation Army’s direct mail and inserts.

In February it was invited by The Salvation Army to tender for its entire consolidated media planning and buying account.

Under the three-year contract, won in collaboration with advertising agency MediaCom Manchester, Edit will combine its expertise in direct mail, print, inserts and digital channels with Mediacom’s ability to deliver bespoke broadcast solutions through direct response TV planning and buying.  

The partnership’s proposal was selected for its ability to deliver multiple aspects as an integrated unit across a range of channels, maintaining control of each and driving cost efficiencies.

The Salvation Army’s head of individual giving Alex Wood said: “We are delighted to be working with Edit and MediaCom on our forthcoming Christmas appeal.

“We look forward to continuing our successful and longstanding relationship with Edit and creating a strong partnership with MediaCom as we all work towards our joint goal of developing The Salvation Army’s flagship Christmas campaign.”

Edit media director Samantha Wright, pictured, added: “Having enjoyed a successful partnership with The Salvation Army for many years, we are thrilled to be expanding our relationship with them, and pooling our specialisms with MediaCom to deliver a market-leading solution.

“Bringing all the charity’s media buying under one roof is a perfect fit for our ‘One Consumer. One Conversation. One Agency’ ethos. We are looking forward to starting work planning an engaging and impactful Christmas campaign and being a part of the incredible support The Salvation Army provides.”

Edit was formed in March through the three-way merger of St Ives Group agencies Response One, Amaze One and Occam. It employs around 200 people at its showpiece base on Manvers Street.

Its charity portfolio also includes Oxfam, Mencap, British Red Cross, Blind Veterans UK and Alzheimer’s Society.

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