WWF were looking for a strategic agency partner to develop an overarching brand idea that could frame all WWF’s activity – from brand comms, fundraising, to advocacy and campaigning – which could provide a rallying cry for all audiences and stakeholders -internal as well as external.


This was a new appointment for WWF, and one that was a critical appointment given the environmental challenges ahead. Oystercatchers worked with the client to understand their ambition and produce a working brief that captured it. We brought together a shortlist of agencies that had the power to transform WWF’s marketing activities and deliver real change, and we ran a focussed process that demonstrated not only the creative abilities of each agency but their strategic thinking too.


Uncommon, an exciting new agency emerging into the London scene led by the team who had previously transformed Grey, was awarded the business.

“I just wanted to say thank you, again, for a great day yesterday – still processing a lot of it – but what a fabulous position we find ourselves in… it is going to be a really really tough choice… thanks again for shepherding us SO brilliantly to this particular point.

 Alison Lucas | Executive Director, Fundraising and Marketing, WWF-UK