Royal British Legion appoints Croud for digital transformation

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by Josh Hall

The Royal British Legion has appointed Croud as its new digital marketing agency.

The agency will be responsible for ensuring that the charity's work reaches new audiences, and will oversee digital transformation.

It will also deliver clear, consistent messaging produced through collaboration with different in-house teams at the Royal British Legion.

Croud won the account after a competitive five-way pitch. The agency says it will now take a data-driven approach across a number of different campaigns, including the forthcoming Poppy Appeal.

Commenting on Croud’s appointment, Jane Clancey, assistant director marketing and  communications at the Royal British Legion said: “The Royal British Legion  depends on public donations for funding, so delivering a clear message about what we do is integral to the success of the charity. We were so impressed with Croud’s approach to our brief; we felt they really understood our challenges and focussed on engagement and relevance to reach our aims. The teams took an advanced approach to data and analytics and presented a truly audience-first approach which I’m sure will help boost awareness of the incredible work the team at Royal British Legion does.”

Jamie Hoey, client strategy director at Croud also commented: “From the first chemistry meeting we realised we had a great rapport with the team at Royal British Legion, and the more we understood their aims and challenges, the more we saw the synergy with our ways of working. We’re really looking forward to working with the team to achieve their objectives, to drive awareness and engage with a younger audience.”

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