Variety Club changes name to Variety, the Children's Charity

Former chief barker Malcolm Brenner says the rebrand is intended to raise the charity's profile

Malcolm Brenner
Malcolm Brenner

The children’s charity the Variety Club has changed its name to appeal to a younger audience.

The organisation, which was set up in 1927 in the US as a social club for professional entertainers, is now known as Variety, the Children’s Charity.

Variety's new brandingIt has also adopted the strapline "improving young lives every day".

The rebranding process began last year. The advertising agency Ogilvy helped to create the new brand and DDA Public Relations has been hired to promote the charity’s work.

Malcolm Brenner, who was the charity’s chief barker (the equivalent of head of trustees) when the rebrand began, said the word "club" confused people.

"The general awareness of the charity and its work, especially among younger generations, was not as high as it needs to be to support the charity’s ambitions," he said.

Variety, which is best known for its Sunshine Coaches, has raised more than £200m over the past 60 years. Brenner has been replaced as chief barker by Keith Andrews.

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