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The MS Society appoints Arthur London and Codecomputerlove to refine brand positioning and digital offering


By Michael Feeley, Founder and chief exec

February 1, 2016 | 3 min read

The Multiple Sclerosis (MS) Society has appointed of two marketing agencies to drive the charity’s digital transformation and plans for a refined brand positioning.

Code Computerlove delivered the MS Society's new responsive website.

Arthur London has been tasked with reframing the MS Society’s brand proposition, while Code Computerlove’s remit includes building a new digital platform and delivering a programme of digital evolution, with both agencies working closely together to ensure an integrated approach.

John Palmer, executive director of marketing and communications at the MS Society, said: “We want to ensure the MS Society is capable of engaging, supporting and inspiring everyone affected by MS in the UK, including up to one million carers and family and friends of the 100,000 living with the condition.

“We are aiming to position the MS Society as relevant to all those affected by MS in the UK, increase people’s propensity to support us and grow awareness and understanding of MS. We know we need to embed a digital mindset in the charity and explore new ways of using digital technologies to improve the lives of people affected by MS.

“Our digital transformation programme, complemented by agile working practices, will go beyond overhauling our website and digital platforms and will involve a complete rethink of the role of digital in achieving our organisational objectives. We’re hoping to also develop new tools to help people track and monitor their MS and launch online communities for peer-to-peer support.”

Nick Spindler, head of strategic planning and partner at Arthur London, said: “We are absolutely thrilled to be working with the team at the MS Society. We look forward to helping them future-proof the charity, making it relevant to the wider MS community for generations to come.”

Louis Georgiou, managing director of Code Computerlove, said: “There is a huge opportunity for the MS Society to engage with a wider audience through digital and improve its effectiveness with a platform that is embedded within the organisation. It’s an exciting time and we’re delighted to be an extension of the team.”

As part of the brand work, the charity will be reviewing its supporter and membership proposition and refreshing its tone of voice, core messages, visual identity and brand architecture. The work is expected to be visible from the autumn onwards.

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