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 British Heart Foundation
The Request:
The aim of the British Heart Foundation is to play a leading role in the fight against disease of the heart and circulation so that it is no longer a major cause of disability and premature death. Part of the activity to fund this research is generated from the operation of some 500+ BHF charity retail shops across the UK. The shops rely on a combination of volunteers and paid staff to operate the shops and manage the donated stock. With over 5 rotating staff per shop this means a workforce in excess of 2,500, within an area often viewed as the ‘un-sexy’ end of retail – the turnover of staff was fairly high and the need for rapid response, cost effective advertising was a priority.
The Response:
Within a direct pitch against other agencies (including the incumbent) Lansdowne presented a new way forward in high-volume fast-turnaround advertising. The experienced HR team at BHF needed to outsource the advertising and attraction to a supplier who could relieve them of all the burden and pressure of dealing with signing off multiple artwork proofs, approving media, checking adverts appeared correctly etc. Enter the Lansdowne Ad Management Book! The A.M.B compiles all advertising style templates, copy selections, and media size options in one place, an A4 selection booklet with an order form system that allows BHF Area Managers to quickly complete a tick-box selection page that is forwarded to central HR to log who then forward to Lansdowne where the ad is generated and placed.
The process means quick turn-around of advertising; no delay in recruitment into the shops that need the staff; reduced time requirements on central HR and effective process that reduces agency costs and by result saves our client's budget!
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