Médecins Sans Frontières UK has appointed Medialab as its media agency after a competitive review handled by The Aperto Partnership. The incumbent, MI Media, held the account for 15 years.

Medialab’s remit spans strategic leadership, brand and performance marketing and digital, underpinned by a data and measurement framework. The agency will run always-on acquisition activity alongside key moments including MSF’s annual Winter Appeal and emergency response campaigns. Medialab already works across the charity sector, with clients including Save the Children UK, Great Ormond Street Hospital Charity and WWF.

Alan Gosschalk, director of fundraising at MSF, said the charity was impressed by all four agencies that pitched, but that Medialab’s ambition and understanding of where MSF needs to go made it the right long-term partner.

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