The St Vincent de Paul Society has appointed M&C Saatchi to take on a full creative and strategic remit on the much-loved charity brand.

St Vincent de Paul Society NSW general manager, Julie McDonald, said: “The St Vincent de Paul Society is delighted to appoint M&C Saatchi as our national agency.

“M&C Saatchi clearly demonstrated an understanding of the key challenges the Society faces and how we can embark on a journey to develop a three-year brand platform that lifts fundraising and our brand presence significantly.

“We are very much looking forward to working with the M&C Saatchi team over the coming year to determine a new and exciting direction for the St Vincent de Paul Society that will, in essence, provide better outcomes for the people we help in over 620 Australian communities.”

M&C Saatchi managing partner, Mim Haysom, said: “It is a privilege to have the opportunity to work with one of Australia’s largest and most iconic charities, and an organisation whose sole purpose is to help people in need.

“Vinnies is a widely adored brand in Australia and it is a great challenge to improve on their standing. We’re excited about helping to take them into the future.”