Pride in London appoints new agency partners as it signals fresh approach for 2018
Pride in London today announces the appointment of two new marketing communications agency partners to develop and deliver its campaign vision for 2018. Eulogy has been appointed lead agency partner, following a competitive process. The communications agency will work closely with Pride in London on the strategic direction and insight-led approach for the year, developing a PR-led integrated campaign which has community representation and engagement at its heart.
Asad Dhunna, Director of Communications at Pride in London, said: "Finding a new agency is never easy - but the making the decision was. The team at Eulogy impressed us with a high level of flexibility, understanding and strategic thinking. We feel they complement what we need this year in terms of approach, diversity and energy and our focus is now on finding and elevating the voices of all parts of the diverse LGBT+ community”.
Elisabeth Field, MD of Eulogy, added: “It is a massive privilege to be working with Pride in London this year. We’re passionate about what the organisation stands for and have huge respect for the dedication and commitment of the volunteer team. As a business, Eulogy mirrors Pride in London’s commitment to embracing diversity at every level. The LGBT+ community is, by its very nature, one of the most diverse groups in society, and we’re excited about delivering a campaign that responds to this diversity of identity and interest.”
Eulogy will be bolstered by the appointment of BMB, which has been appointed creative agency partner for 2018, and will be delivering creative campaign content in the lead up to this year’s event.
Iain Walters, Director of Marketing at Pride in London, said: “Pride in London’s marketing campaign has grown massively in scale over the last few years. Thanks to the generosity and talent of London’s creative community, including our previous agency partners, our recent campaigns spanned across OOH, influencers, PPC, content marketing and even a day long takeover of Channel 4 last year. Finding creative partners that can deliver that scale, whilst keeping the campaign rooted in the community, was no easy task. We were seriously impressed by the approach, diversity and talent at both at Eulogy and BMB, as well as their portfolios of work. We’re excited to work together across marketing and communications to create something really unique”.
Richard Wilcock, Business Director at BMB added: “We’re thrilled and honoured to be working with Pride in London as creative agency partner and extremely proud ourselves to be able to play a major role in the largest LGBT+ festival in the world and making it the most inclusive and accessible Pride event ever. At BMB we are all passionate and motivated supporters of LGBT+ rights and can’t wait to start developing a distinct and disruptive creative campaign for 2018.”
The agency appointments come after a major drive to broaden the volunteer team across the LGBT+ community.
They also follow confirmation from the Mayor of London that the Greater London Authority has re-appointed Pride in London to organise the annual event for a further five years.