The King’s Trust Appoints TMW as Lead Digital Partner

The King’s Trust (formerly The Prince’s Trust) has appointed TMW to be its lead digital marketing partner.

TMW has been running the charity’s youth marketing since 2022, developing a successful and efficient performance model for promoting and filling the wide variety of free employability and enterprise courses for young people across the country.

As well as retaining this scope in a competitive pitch, the integrated creative agency has expanded its remit to include digital marketing for fundraising, with a particular focus on their mass participation events such as Palace to Palace, a Buckingham Palace to Windsor Castle cycle event. 

The contract runs for a minimum of two years, and covers integrated digital marketing, including creative development, performance and digital media management.

The agency will be heavily involved in supporting the charity as it now operates under The King’s Trust name, reflecting the continued dedication and support of its founder, His Majesty The King, and his work with The Trust which, since 1976, has supported over one million young people who face disadvantage and adversity to access employment, education and training.

The King’s Trust helps young people take their next steps by developing the skills and confidence to find a job or start a business. TMW’s previous work for the charity has involving awareness-raising campaigns targeting youth audiences, who are often unaware of what is on offer to them, including free courses, grants and mentor support.

Sylvia Lowe, director of brand and marketing, The King’s Trust, said, “We’re extremely excited to continue working with TMW at this pivotal time in our story. They have proved themselves to be a strong strategic and creative partner to our Youth Marketing team over the past two years and we are thrilled that they will be bringing their knowledge and expertise to our fundraising activity. 

Emma Norman, managing director, TMW said, “We’ve had a couple of fantastic years with working The King’s Trust and we’re very excited to build upon our partnership. The work is exactly the sort of challenge that excites us: leaning into all of our integrated capabilities to move underserved audiences. Having seen first-hand what amazing work the organisation does, the whole team is aware of what a privilege it is to work on an account like this, and what a difference it makes to young people’s lives when we get things right.”