Ad industry non-profit NABS has named No Fixed Address (NFA) as its agency of record.
The announcement comes on the heels of NABS’ wave of new appointments and changes to its leadership structure, announced in January. It also comes as NABS marks its 40th anniversary of the National Advertising Benevolent Society.
In 2022, NFA was tasked with developing a special brand identity in celebration of the charity’s anniversary (as well as the 20th anniversary of BEC, its Québec counterpart), and the shop’s co-founder Dave Lafond, spearheaded NABS’ annual and recently expanded fundraising efforts. Jack Latulippe, partner and CCO at NFA, is also a member of the NABS board of directors.
The new branding has now debuted, which the organization says is a preview of what’s to come as NFA works to help NABS celebrate the anniversary year.
“We knew we wanted to celebrate the milestone anniversaries of both NABS and BEC this year in a very big way,” notes Rosetta Heckhausen, managing director, NABS Canada. “It made perfect sense to continue what was already a great relationship with [Lafond] and his team at NFA, and they’ve been crucial in helping us achieve our goal of a consistent national identity for the two charities, while still maintaining regionally relevant initiatives and support.”
Heckhausen tells strategy, NABS has never had a traditional AOR relationship, instead, the organization regularly engages agencies for project-based work. “The partnership with NFA is specific to our anniversary year and will extend through 2023,” Heckhausen says.
Cossette was formerly NABS’ AOR. In 2021, they worked together on a campaign to tackle ad industry burnout on World Mental Health Day.
