Medical humanitarian charity Médecins Sans Frontières UK has appointed independent media agency Medialab as its media agency after a competitive review.
The process was handled by The Aperto Partnership, and sees Medialab take on the full, integrated media scope of MSF UK from incumbent agency MI Media.
Medialab’s remit encompasses strategic leadership, brand and performance marketing and digital, underpinned by a data and measurement framework. The agency will cover always-on acquisition and campaign moments such as the annual Winter Appeal and crucial emergency response activations.
Alan Gosschalk, director of fundraising at MSF, said: “We were very impressed with all the agencies that took part, but Medialab stood out with an ambitious, considered proposition that showed a genuine understanding of where MSF needs to go. Combined with great chemistry, this felt like the right long-term partner for MSF.”
Medialab has an established client roster in the charity sector which includes Save the Children UK, Great Ormond Street Hospital Charity and WFF.
Alex Kirk, managing director at Medialab, said: “From our very first meetings with the MSF team, there was an immediate alignment of values and a shared ambition for what we can achieve together. MSF UK does extraordinary work under the most challenging circumstances, and we are thrilled to be chosen as their long-term partner for growth. We can’t wait to bring our data-driven strategy and media expertise to the table to help amplify their cause and drive future growth.”
