Project Completion – Guide Dogs

Task:

Agency roster modelling and search for a new strategic creative lead agency for Guide Dogs.

Situation:

Guide Dogs had a new strategy ‘Forward, Together’ to guide the growth and impact of the charity to 2040 and beyond.  In addition changes in the internal structure, including recent new appointments drove a need to reconsider the support provided by external specialists and agencies – what capabilities, how many agencies and how they are organised.

Our Solution:

The Observatory International first undertook an agency modelling exercise with leadership and key stakeholders across the Marketing and Fundraising teams as well as Trustees and members of the leadership team.  This collaborative and inclusive process allowed for all voices to be heard

The Guide Dogs team chose a long-term, partnership model with one lead agency developing and supporting its brand platform and key marcoms activities.  The search was then on to fill that role.

Outcome:

The lead agency search and selection process concluded with the appointment of London-based independent agency Fold7 as Guide Dogs strategic and creative agency partner.

Commenting on the process a spokesperson for Guide Dogs said: “It was a pleasure to work with the Observatory International. We had a large and diverse group of stakeholders, who they helped to navigate the process with skill and grace. Their advice was excellent, and they were always available to answer questions and keep us on track”.