Canadian Blood Services seeks new agency partner

The search will focus on an agency (or agencies) to assist in evolving brand through advertising strategy, media planning and buying.

Canadian Blood Services has announced it is taking proposals for a new agency partner, or partners, to assist the brand in evolving its image and expanding its mandate.

The RFP process is cyclical at Canadian Blood Services and follows the completion of a four-year partnership between the organization, creative agency DDB and media agency OMD. The new RFP calls for an agency, or agencies, to fulfill strategic advertising objectives, direct response marketing and media planning and buying. Canadian Blood Services will accept proposals from separate or full-service agencies. Annual media spend for the company has been $2.5 million.

The search process is being handled through the Institute of Communications and Advertising (ICA), and all statements of interest are to be sent to the ICA by Nov. 4, 2009. Canadian Blood Services will not be accepting direct pitches from agencies.

It’s an exciting time for the agency as it seeks to grow its brand and expand its mandate to include more than just blood donation, Jeff Moat, national director of sales and marketing, Canadian Blood Services, tells MiC. ‘We can now offer Canadians many different ways to give; by donating whole blood or its components, stem cells, organs and tissues, their time and financial support,’ Moat said in a release. ‘Our agency partner will need to evolve with our organization and develop strategies that harmonize our presence in the Canadian mindscape.’