AIS triumphed in a three-way pitch against WWAV Rapp Collins West and the incumbent, Target Direct Marketing. The review was conducted by the AAR.
Agencies were briefed to come up with a long-term strategy to help boost its funds using direct marketing.
AIS's hiring brings to an end Target's ten-year relationship with the charity. During that time, it developed the RNIB's first direct-response TV ad. More recently, it created campaigns to support the charity's work on audio books and prevention of sight loss.
The charity also uses St Luke's for above-the-line work. Earlier this year, St Luke's created a campaign to raise awareness of the importance of regular eye tests. The print work featured an image of a woman with cataracts.
The campaign supports the RNIB's Open Your Eyes report. It aims to end preventable sight loss in the UK by 2020. The report claims more than two million people in the UK are at risk of losing their sight through treatable eye conditions.
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