Plan Canada names Rapp Canada direct response AOR

Agency tasked to drive new donors into Plan family through DRTV initiative

TORONTO, Sept. 8 /CNW/ - Plan Canada, the national office of Plan International, a global not-for-profit that supports social justice for children in developing countries, has hired Rapp Canada as their direct response AOR to acquire, retain and grow their donor base, through DRTV.

Rapp Canada will manage a phased approach to drive awareness of Plan International in the Canadian market and acquire new, long-term donors. Following a strategic review of their DRTV, the agency has been tasked to re-think the approach to better deliver key messages and re-engage people with the cause; update Plan Canada's current DRTV spot; and develop new creative, which is slated for release in early spring 2011.

"We were impressed with Rapp Canada's innovative creative approach and the results behind their campaigns," says Paula Roberts, executive vice-president of marketing and development, Plan Canada. "None of their competitors had the same depth of experience or the same level of dedication to Plan. This is a team that's passionate about our cause, and will continue to deliver against our accountability to donors, which is extremely important to us."

This new win is a natural extension of Plan Canada's partnership with Rapp Canada. To support both acquisition and loyalty needs, the agency currently handles Plan Canada's strategic planning, creative services and strong account and project management across multiple media; direct mail, digital, social media and now TV.

"We are thrilled to extend our relationship with Plan and have a larger, integrated footprint into their business," says Amanda Mitchell, managing director, Rapp Canada. "Through DRTV we can create a new, compelling image of Plan International, not only to acquire and retain donors, but also to communicate their belief that together we can change the world."

Rapp Canada was selected after a thorough and competitive pitch process that was managed by the Institute of Communication Agencies (ICA) and involved an undisclosed number of agencies earlier this summer.

About Plan Canada

Plan Canada is part of Plan International, a global movement for change, mobilizing millions of people to support social justice for children in developing countries. Founded in 1937, and now one of the world's oldest and largest international development agencies, Plan works in partnership with millions of people around the world to end global poverty. Not for profit, independent and inclusive of all faiths and cultures, Plan is dedicated to improving the lives of children through grass roots, community-led change that gives children, and their families and communities, the tools to break the cycle of poverty. For more information, visit plancanada.ca.

About Rapp Canada

Rapp Canada (www.rappcanada.com) is part of the Rapp Worldwide network, a global leader in direct response and customer relationship marketing. Rapp works collaboratively with clients to develop innovative communication strategies and results-driven creative solutions. Rapp Canada is an integrated business unit of Canada's top creative communications agency, DDB Canada. Select clients include Aeroplan, FedEx Canada, Sick Kids Foundation, Scotiabank, Esso, Canadian Blood Services, Subaru Canada and Plan International Canada.

For further information: or interviews please contact: Paige Calvert, DDB Canada, 604-687-4421, [email protected]