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Macmillan Cancer Support appoints agenda21 for search and display

Macmillan Cancer Support has appointed agency21 to handle its digital advertising and search engine marketing, after two separate pitches.

Following the appointment, which takes immediate effect, the agency will now define and implement a new online media strategy across PPC, SEO and display advertising to guide people affected by cancer to information and support, raise awareness and grow fundraising and volunteering initiatives.

Nick Suckley, managing partner at agenda21, said that it will start by “overhaulling their search engine marketing to make it easier for people to find the most relevant resources for them, thereby making the most efficient use of the budget. This will involve a more granular approach to optimise the data we have available as well as a new keyword creative structure. We’ll support this with targeted display advertising.”

Macmillan’s existing display advertising campaigns will now be managed by agenda21 as well as planning and buying media for new briefs, using social media, native advertising, real-time bidding (RTB) and specialist sites, as appropriate.

Nicola Stringer, head of marketing for the cancer support charity, said: “agenda21 demonstrated their processes for dealing with our complex challenge and suggested the most innovative approach, making us confident that they can deliver a digital marketing strategy to reach people affected by cancer and to inspire many others to support us.”

agenda21 will work with other agencies including JAA and PHD to integrate digital activity with Macmillan’s other marketing initiatives ranging from TV and radio advertising, print, outdoor, PR and live events.

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