Royal British Legion appoints Croud to drive digital transformation and reach new audiences

The Royal British Legion has appointed Croud as its new digital marketing partner, to ensure the charity's unique contribution to society can reach new and relevant audiences.

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After winning a competitive pitch involving five agencies, as the Royal British Legion's new digital partner, Croud will focus on working with different teams across the charity - from fundraising to e-commerce - to drive digital transformation and deliver clear, consistent messaging across digital channels, aligning with its offline campaigns. 

Croud will take an audience-first, data-driven approach, reaching new audiences through a mix of digital services across PPC, analytics, paid social and programmatic across campaigns including the upcoming Poppy Appeal. 

Commenting on Croud's appointment, Jane Clancey, Assistant Director of Marketing & Communications, The Royal British Legion said:

"The Royal British Legion depends on public donations for funding, so delivering a clear message about what we do is integral to the success of the charity. We were so impressed with Croud's approach to our brief; we felt they really understood our challenges and focussed on engagement and relevance to reach our aims. The teams took an advanced approach to data and analytics and presented a truly audience-first approach which I'm sure will help boost awareness of the incredible work the team at Royal British Legion does."

Croud's Client Strategy Director, Jamie Hoey also commented: 

"From the first chemistry meeting we realised we had a great rapport with the team at Royal British Legion, and the more we understood their aims and challenges, the more we saw the synergy with our ways of working. We're really looking forward to working with the team to achieve their objectives, to drive awareness and engage with a younger audience."

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