"We're working again with the ICA to find a partners to help us inspire the next generation of donors" said Jeff Moat, national director of sales and marketing at Canadian Blood Services. "We're looking for a partner that will make us their cause of choice, and the ICA has a proven track record of matching clients with the right agencies based on mutual fit."

The routine search process follows a successful four-year partnership between Canadian Blood Services and creative agency DDB, and media agency OMD.

On behalf of Canadian Blood Services, the ICA will be conducting a search for an agency whose primary role will be assisting with strategic advertising, direct response marketing, media planning and buying.

The ICA distributed a brief to its membership on October 28, 2009. Statements of interest are to be sent to the ICA by Nov. 4/09. Agencies requiring more information are asked to communicate directly with Jani Yates at jyates@icacanada.ca. (Canadian Blood Services will not be entertaining direct pitches from agencies).

The successful agency or agencies will become strategic partners in building awareness and marketing an important health cause that touches more than one in every two Canadians. It will work to elevate blood donation into a national social imperative, embraced as a point of pride and part of the Canadian identity. A chosen agency will work with an enthusiastic and entrepreneurial management team and needs to be flexible, responsive, enthusiastic and involved. Canadian Blood Services wants an agency that is innovative in its solutions, proactive in its approach and committed to the cause.

As a responsible custodian of public funds, Canadian Blood Services also expects strategic application of its marketing resources, decision-making based on data, and executions focused on results.

While its core objective is still recruiting and retaining blood donors, Canadian Blood Services has evolved into a comprehensive life-saving and life-enhancing organization, with multiple business lines.

"We can now offer Canadians many different ways to give: by donating whole blood or its components, stem cells, organs and tissues, their time and financial support," says Moat. "Our agency partner will need to evolve with our organization and develop strategies that harmonize our presence in the Canadian mindscape."

Canadian Blood Services is a national, not-for-profit charitable organization that manages the supply of blood and blood products in all provinces and territories outside of Quebec. It also oversees the OneMatch Stem Cell and Marrow Network, and provides national leadership for organ and tissue donation and transplantation. Canadian Blood Services operates 40 permanent blood collection sites and more than 20,000 blood donor clinics annually. The federal, provincial and territorial Ministries of Health provide operational funding to Canadian Blood Services. The federal government, through Health Canada, is responsible for regulating the blood system.