Cancer Research UK reviews brand advertising campaign roster after dropping AMV BBDO
Cancer Research UK is reviewing its roster of advertising agencies for its overall brand campaigns and will seek to appoint a new agency to replace incumbent AMV BBDO, which will remain as the retained agency for health marketing campaigns.
Following a competitive pitch process an agency will be appointed in June with an initial focus to create an integrated brand response campaign for January 2016.
Clare Moore, head of strategic marketing communications at Cancer Research UK, said it is "essential" that the charity's brand campaigns remain "strong, fresh and engaging". The review comes amid a shift in marketing strategy.
"Whilst we have successfully worked with AMV BBDO for five years, with this change in strategy, we feel that now is an opportune time to look for a new agency for this work. We will retain our close relationship with AMV BBDO as they will continue to work on our health marketing campaigns.”
In February the charity's director of brand, marketing and PR Anthony Newman told The Drum Cancer Research UK will put all marketing activity under an umbrella system.
“[We will be] looking at all our brand and marketing activity as one and working out within those what, if anything, needs to be pure brand, what needs to be brand response and what needs to be direct response, so seeing it as a system rather than a silo,” he said at the time.