MCBD picks up Which? UK creative business

Which?, the independent consumer company, has appointed MCBD to handle its UK advertising account.

Which?: appointed MCBD
Which?: appointed MCBD

The agency was awarded the business without a pitch, and will now be responsible for creating a TV and online campaign, due to break later this year, that promotes the overall Which? brand.

Which? offers consumers product reviews and independent advice to help them make more considered shopping decisions.

The company provides its services through products, including magazines such as Which? Car, Which? Gardening and Which? Money, as well as books, such as The Good Food Guide 2010, iPhone apps and online portals.

Which? has not used an advertising agency in recent years. However, it has previously worked with Watson Phillips Norman, which was appointed to handle the brand's advertising in 2005.

Before WPN, the company worked with Rapier, which helped rebrand the company to Which? from the Consumers' Association in 2004.

Chris Gardener, the Which? commercial director, said: "MCBD stood out because of its creative approach and innovative ideas."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More