Legacy promotions have previously been handled in-house. The pitch will not affect the charity's incumbent agencies, WWAV Rapp Collins and Kitcatt Nohr Alexander Shaw.
Unicef UK received £36.2m in 2004, £25.4m of which was raised through fundraising. Unlike the other Unicef committees, it does not receive any funding from the UN.
Last month, the children's charity hosted Soccer Aid, a celebrity football match at Old Trafford, which saw an England team captained by pop star Robbie Williams defeat a team representing the rest of the world. The match raised more than £2m.
Unicef is an official partner of the 2006 FIFA World Cup. It launched its World Cup campaign in May, under the strapline "Unite for children, unite for peace". The activity includes a broadcast involving 15 players at the World Cup endorsing the charity. The announcement will be aired prior to all 64 World Cup matches.
Unicef's recent campaigns include "Unite for children, unite against AIDS", which was backed by a TV ad featuring England footballers David Beckham and Rio Ferdinand.
Unicef UK, along with 37 other national committees, forms part of the United Nations Children's Fund. Its remit is to uphold the UN Convention of Human Rights of the Child. It is entirely dependent on money raised through donations.
Unicef's current agencies were appointed to the £5m direct account last November when it was moved out of Tequila\London. Media is handled by PHD.
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