±±¾©Èü³µpk10

The winning agency will create the charity's global marketing strategy. It hopes to roll out the strategy in 2007, using TV and outdoor.

ActionAid advertising in the UK is currently handled by direct marketing specialist Watson Phillips Norman. Earlier this year, the agency created an infomercial for the brand, a first in the charity sector.

The 15-minute execution was launched after the charity secured permission from media regulator Ofcom. Infomercials must not solicit viewer donations, but ActionAid was granted permission to air the ad since donors received products, such as an update report or letter, in exchange for their payments.

Watson Phillips Norman, whose brief is primarily fundraising and donor profiling, will not be affected by the appointment of the ad agency. It handles direct mail for the charity.