As originally featured in Campaign
The British Red Cross has appointed The Kite Factory to its media planning and buying account following a competitive pitch.
The review was supported by AAR.
As well as The Kite Factory, JAA Media and MI Media pitched for the account.
Havas Media Network UK was the incumbent on the business and declined to repitch for it. Medialab also works with the brand on offline media but its work was out of scope for this pitch.
HMN UK covered online media, while Medialab covered offline media. By comparison, the British Red Cross’s contract will cover both online and offline channels including TV, broadcast video on demand, digital, radio, press and OOH.
Kerry Blackstock, senior director of marketing and fundraising at the British Red Cross, said: “The Kite Factory impressed us with their strategic vision, deep expertise in response media, and commitment to building a partnership grounded in collaboration and performance. We’re excited to have them on board.”
As well as year-round brand and fundraising campaigns, the scope also covers emergency appeal work.
Kyle Seeley, chief operating officer at The Kite Factory, added: “To be chosen as [the British Red Cross’s] media partner is a huge honour. We’re energised by the challenge of helping them unlock new growth, connect meaningfully with supporters, and maximise the impact of every pound invested.”
Creative for the British Red Cross is handled by VCCP London. Its work includes “Here for humanity”, launched in 2023, and a Land Rover Defender partnership, which came to London’s South Bank in 2024.