Oxfam reviews digital account

LONDON - Oxfam is reviewing its £2m digital marketing account as it steps up its 'Be humankind' campaign.

The charity confirmed that incumbent Avenue A|Razorfish was part of the statutory review.

The longlist of agencies has closed, with Oxfam expecting to narrow its selection to a shortlist in the new year.

Oxfam began ramping up its online activity earlier this autumn. It debuted a new format for an 'interactive' outdoor ad campaign driving people online.

People were encouraged to upload their own advertising slogans to the campaign website. The best of these were shown on eight three-metre digital billboards in prime locations around London within 24 hours.

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