The Imperial Cancer Research Fund has picked Abbott Mead Vickers
BBDO to handle an awareness campaign backed by a budget of up to pounds
2 million.
The above-the-line initiative will run in conjunction with the charity’s
existing activity through WWAV Rapp Collins, which will continue to be
responsible for fundraising via direct response.
The appointment follows talks between executives of the charity and a
number of agencies.
The search was led by Peter Vicary-Smith, a former Procter & Gamble
marketer and McKinsey management consultant, who has been the charity’s
director of fundraising and communications for the past three years.
The assignment complements AMV’s work for other charity clients, which
include the British Heart Foundation. In October, it was also appointed
to handle the Government’s massive campaign to persuade millions of
Britons to quit smoking.
Imperial Cancer spends more than pounds 50 million a year on research
and employs more than 1,000 doctors, scientists and technicians. It
relies on voluntary funding to carry out its work.
Until now, it has spent little on above-the-line activity, preferring to
focus its marketing on direct mail. It appointed WWAV to succeed Brann
in February last year.
Vicary-Smith said: ’We were impressed by the outstanding creative work
that AMV has provided for its other clients.’
Andrew Robertson, the managing director of AMV, said that the agency had
been impressed by the ’ambition and professionalism’ of the Imperial
Cancer team.
Media is being handled by New PHD.
