RNLI Appoints Wavemaker to Handle UK Media Account

Wavemaker has been appointed by the Royal National Lifeboat Institution (RNLI) to handle all of the charity’s media planning and buying in the UK and Ireland for a wide range of campaigns and programmes supporting their long term goals of significantly reducing the number of people drowning in the UK, Ireland and overseas.

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This move follows a strategic review by the RNLI and a full tender process which saw Wavemaker successfully pitch against a number of media agencies.

The RNLI, the charity that saves lives at sea, will leverage Wavemaker’s knowledge and expertise to help them in leading awareness around drowning prevention. The RNLI has a long term goal that by 2024 it will have reduced the number of people drowning at sea in the UK and Ireland by 50 per cent with a clear declining trend in the number of serious and fatal incidents.

Commenting on the win, Anna Hickey, Wavemaker UK COO said, “It’s a privilege for us to start working with the RNLI. We saw synergies between the RNLI and Wavemaker right from the start of the pitch process. Like the RNLI, we believe in the incredible power of people, of the contribution they make and the difference they can unlock if their passions are recognised and applied. Water is also part of our story. Not only are we proud of our home on the River Thames, but we help take responsibility for its sustainable future. We are excited to see our work for the RNLI come to life and the positive impact we can help have on thousands of lives. On behalf of the entire team, I’m absolutely delighted and thoroughly excited to begin our relationship with RNLI and help them to achieve their incredibly important goals.”

The RNLI appointed Wavemaker - the new media, content and technology agency - due to the clear demonstration of excellence in strategic thinking centred around the consumer purchase journey. Jayne Clarke, Head of Marketing and Media, RNLI said, “We couldn’t have been more impressed by the sophistication of Wavemaker’s thinking, especially the understanding of the challenges charities face and our specific drowning prevention goals. The team quickly identified the growth potential for us and demonstrated excellence in activation. The innovative, creative ideas will create a step change in how we engage with our audiences. The Wavemaker team were passionate throughout the pitch process and we are very excited to start to see their work come to fruition.”


Wavemaker exists to be Future Makers: to build brands that pioneer the future, inspire society and move customers to action. What started with a blank page and a fresh perspective has resulted in building an agency of future. Bound together by our Purchase Journey approach, we help clients translate audience behaviours and insights into smart decisions today, for a prosperous tomorrow. Our organizational capabilities and specialisms, along with the talents of our 8,500 people are united through our focus on understanding, accelerating and optimizing purchase journeys. Our obsession with purchase journeys is apparent in the solutions we create for clients, in how we structure ourselves and in the expertise of our people.