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OgilvyOne London  has won another piece of new business – creating a major recruitment campaign for the international anti-poverty charity ActionAid UK (celeb supporter Melinda Messenger, pictured above, in Malawi).

The business was won after a competitive pitch against two other agencies.

OgilvyOne’s brief is to develop a new direct response TV (DRTV) ad to recruit child sponsors in the UK. Work will begin immediately, with the ad campaign due to break in the autumn and run for six months.

ActionAid, which works in 49 countries, is the UK’s highest-income child sponsorship charity, with nearly a quarter of a million supporters globally. It works by linking people in the UK with people in developing countries to fight against poverty and injustice through community development and national and international campaigning.

It is this emphasis on the power of ordinary people to change the world that makes individual recruitment so vital to the charity’s work.

The campaign aims to build on ActionAid’s values of respect, truth and passion to set a new direction for DRTV child sponsorship.. Whilst the primary purpose of the ad is to recruit new sponsors, it will also be used in various digital media to expand the effectiveness of the TV campaign. The ad will also build brand awareness for ActionAid, to help differentiate it from immediate competitors.

Annette King, CEO of OgilvyOne London said: “This is fantastic news – our second new business win [after InterContinental Hotels Group] in a fortnight. We’re particularly thrilled to be working with one of the best and most innovative charities around today – it is a truly worthwhile cause and we’re looking forward to creating a great campaign that will deliver what they are looking for – new recruits and a step-change in the category.”

Sue Bishop, Communications Director of ActionAidUK, added: “We owe it to the thousands of extraordinary people who we work with in the world’s poorest communities to inspire more people to become child sponsors. By combining the wonderful stories of our work and OgilvyOne’s creativity I’m sure we will.”

To find out more, visit ActionAid UK

OgilvyOne London, along with sister agency Ogilvy Action, has won its first substantial piece of new business of 2010 following the news that InterContinental Hotels Group (IHG), the world’s largest hotel group by number of rooms, has consolidated its global customer marketing agency services into Ogilvy & Mather Worldwide.

The business will be run out of five hubs – including London – and will involve OgilvyOne, OgilvyAction, RedWorks and other Ogilvy group disciplines as necessary. OgilvyOne London will be handling customer communications, CRM and digital, in Europe and beyond; OgilvyAction will handle promotional consumer activation.

Ogilvy will work with IHG across all its major regions including Europe, North America, Asia, Australasia, Greater China, Middle East and Africa and its key brands, which include InterContinental, Crowne Plaza and Holiday Inn.

Annette King, CEO of OgilvyOne London added: “This is fantastic news. IHG is just the sort of prestigious, world-class brand we like to be associated with. We’re particularly thrilled that London, which has always been strong in CRM and managing loyalty programs, is playing such a key role..As the UK and European economies start to recover we’re looking forward to helping IHG grow its business.”

IHG manages the world’s largest hotel loyalty program, Priority Club Rewards, with 48 million members worldwide. It has 1,400 hotels in its development pipeline, which will create 140,000 jobs worldwide over the next few years.