From Captain America to Oxfam America: Boston-Based Advertising Agency to Create Brand Campaign for Relief Organization

Posted by erik devaney

Oxfam America has recently announced that the Boston-based company, Hill Holliday, will serve as its ad agency of record. As an “ad agency of record,” Hill Holliday will be in charge of purchasing media time and advertising space on Oxfam America’s behalf.

While Oxfam is headquartered in the UK, the international relief and development organization recognizes the US as one of its most important markets for fundraising and promoting awareness. By having Hill Holliday develop a multi-platform brand campaign, the organization hopes to reach policy makers, supporters, partners and other allies; the ultimate goal being to spread the Oxfam message of creating lasting solutions for poverty, hunger and injustice.

“We were very impressed with the way their creative and strategy work together seamlessly. They have a unique ability to find the simple expression in complex, sophisticated categories,” Senior Director of Communications and Community Engagement for Oxfam America, Rachel Hayes, said of Hill Holliday in a recent statement.

Hayes continued, “We also appreciate their sense of humility; it’s clear that it’s not about them, it’s about the brand, the work, and the people who support us and those we serve.”

Hill Holliday has worked with several big brands over the years, including Major League Baseball (MLB), U.S. Trust, Liberty Mutual and Dunkin’ Donuts. One of the more recent – and memorable – ads that the agency created was a Dunkin’ Donuts TV spot promoting the cherry-flavored Captain America Coolatta.

“Oxfam represents a fantastic opportunity to make a difference fighting poverty and injustice around the globe,” Chief Creative Officer for Hill Holliday, Lance Jensen, recently commented. “We’re very humbled to be Oxfam America’s partner and look forward to doing great work together that will make a real impact.”

You can expect to see Hill Holliday’s Oxfam America campaign in the marketplace in the first quarter of 2012.

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Posted by erik devaney on Oct 19 2011. Filed under Business. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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