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UNICEF | Company Profile, Marketing Contacts, Media Spend, Brands

Internationally recognized, Unicef is a non-profit whose goal is poverty, disease, and starvation in the world's most impoverished countries.

Main Telephone 020 7490 2388
Main Fax 020 7405 2332
Primary Address
30A Great Sutton Street
London, London EC1V 0DU

UNICEF Contacts

Contacts (5/15)
Name Title City
Catherine C. Deputy Executive Director, Fundraising London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 020 7490 2388
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 30A Great Sutton Street
London, London

Kate G. Director, Partnerships & Philanthropy London
Louise L. Director, Fundraising Strategy & Knowledge London
Helen W. Media & Communications Manager London
Katie S. Direct Marketing Manager - Quality & Projects London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Unicef - Charity *******

Agency Relationships

Brand Agency Service From To
****** - ******* **** ****** & ********** Media Buying, Media Planning unknown present
****** - ******* ********* Digital 2016 present
****** - ******* *** ******* Creative unknown present

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TV, Digital Opps: UNICEF preps for new boss this spring

Subject: TV, Digital, Press, Direct Mail, Sponsorship, Direct Marketing. 

Company: UNICEF (

Opportunity: Upon the planned retirement of current Executive Director David Bull, who has been in the position since 1999, Michael Penrose will take over after joining in May. This news follows the appointment of TV and radio presenter, Kirsty Young, as UNICEF UK's new President in January. 

The same month saw Unicef Children in Danger campaign, addressing concerns by children affected by the likes of violence, exploitation and abuse, disease, hunger and malnutrition, war and conflict and disaster.

UNICEF typically advertises with the help of its sponsors and spends additional pounds on direct marketing efforts. For example, in 2014, Tesco contributed to more than £425k of UNICEF’s work through sponsorship, customer and staff fundraising, while £155k  came from cause-related marketing across P&G brands such as Pampers, Braun and Gillette. Sponsorship and digital sellers should be on this this. Those who specialise in children, parents and technology will have an advantage.

Note that it is typically 9-12 months after a CEO begins that he/she appoints a new CMO, which will inevitably put UNICEF higher on the reportedly, feel they should be doing more selfless acts in 2016, which UNICEF is using as a basis to encourage more independent donations. 

Additional Information

Experience: Mr Penrose is currently CEO of international NGO Action Contre Le Faim (ACF) (Action Against Hunger), based in Paris. Prior to that, he was a humanitarian director at Save the Children International and helped to bring about 70% growth in programme income and impact, in addition to introducing programmes into new countries and developing a 5-year strategy. 

Under Mr Bull’s leadership, the charity has grown from £13m a year to £79.1m in 2013. 

Media Spend: Spent £2.9m in 2014, which was down from £3.9m spent in 2013. However, last year saw a an increasing trend during the first half with the charity spending just £200k shy of total 2014 media spend in Q1-Q3. Top media types include TV, and direct mail.  During 2014, Unicef UK raised £33.9 million through marketing campaigns to our existing supporters and other members of the public. 

Digital Breakdown: So far this year, UNICEF has run 53 standard display ads with 142 publishers. Of those, 33% were run publisher-direct with top ad destinations including,, and, Moat reports.

Last year, the charity ran a total of 157 standard display ads with 1,027 publishers. Of those, 9% were run programmaticallly versus site direct. Ads targeted the categories of technology/computing, news and shopping, compared to mostly news automotive and sports publishers the year before. 

In addition, UNICEF ran nine high impact ads and six video ads. There was higher spending periods last year were in January and between May and September, compared to much higher activity between July and December in 2014. 

Agency Roster: UNICEF works with ad agencies on a per-project basis, having previously worked with the likes of most recent campaign was developed by 180LA. Last year, UNICEF appointed a global comms agency to help expand its online presence and develop a three-year global communications and strategy. 

30A Great Sutton Street London EC1V 0DU England, 020 7490 2388

Ms. Louise Lane
Head, Direct Marketing

Ms. Emma Wood
Direct Marketing Officer