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Salvation Army hands Strawberry Field redevelopment brief to Manchester agency


Christian church and charity The Salvation Army has appointed the Manchester arm of Weber Shandwick.

The agency was selected following a competitive process which saw agencies pitch to develop and deliver the creative communications strategy for the movement’s redevelopment of Strawberry Field in Liverpool, the location that inspired John Lennon’s song for The Beatles.

Having been a children’s home for decades – where Lennon joined the children for garden parties – the site is now due to undergo a major revival which will include the creation of a training hub for young people with learning disabilities, an exhibition on the fascinating links between Lennon and the Strawberry Field children’s home, and a place of spiritual exploration.

Weber Shandwick Manchester won the creative brief to raise awareness and deliver a global fundraising campaign.

Carol-Anne Latta, PR & communications manager for The Salvation Army in the UK and Ireland, said: “The Salvation Army is trusted and respected across the world, so we sought an agency with a global outlook, which understands our movement and our role as a custodian of the Strawberry Field site, and shares our vision to help transform lives. Weber Shandwick Manchester ticks all of those boxes and we’re excited to bring our campaign plans to life.”

Amy Hopkinson, associate director at Weber Shandwick Manchester and account lead, said: “Every aspect of The Salvation Army project at Strawberry Field inspires excitement, from the incredible work that will be done with young people with learning disabilities, to the long-lasting connections Strawberry Field has to John Lennon and his legacy.”

The account will also be overseen by members of the agency’s senior management team including Anna Varley Jones, consumer marketing lead, and creative director Owen LaBeck.

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