Austria's largest humanitarian non-profit organization, the Austrian Red Cross, chose Mediaplus Austria in the course of a pitch process.

The partnership-based, integrated approach and a value-based planning approach (MP | Value Planning°) were decisive factors in the agency's selection. The aim of the collaboration is to focus on the central values and the diversity of the aid provided by the Austrian Red Cross in communications planning and playout, thereby strengthening the Austrian Love Brand, using the agency's own planning tool (MP | Value Planning°), which enables a value fit between brand, medium and target group and results in a strengthening of the brand profile.

"The Austrian Red Cross is an organization for which I have great respect and admiration. We share a common set of values and we look forward to working together as partners to drive the success of the brand forward," says Verena Kehr, General Manager, Mediaplus Austria.

"Mediaplus has convinced us with an innovative approach that puts our values and content even more in the foreground. What has made the organization stand out in Austria for 144 years: - indiscriminate help without self-interest, largely voluntary and unpaid - should be the focus. Because together, at the end of a multi-year brand strategy process, we want to sustainably establish the Austrian Red Cross as a "love brand"," adds Gerald Czech, Head of Marketing and Communication, Austrian Red Cross.

Images copyright: © Niklas Schnaubelt