Cancer Research reviews its £5m account

Cancer Research UK is reviewing its £5 million account out of Abbott Mead Vickers BBDO as it looks to combine its above- and below-the-line television activity.

The organisation is talking to agencies about the task. Its direct marketing activity is handled by WWAV Rapp Collins, which will be invited to pitch for the enlarged brief. However, the rest of the direct marketing account is not up for pitch, and will remain with WWAV. AMV will not repitch for the combined task.

At present the review will not extend to media, which PHD currently handles, although upon completion of its creative review, Cancer Research UK will be looking at the subsequent impact on its media activities . The Imperial Cancer Research Fund and the Cancer Research Campaign were merged last year after the two charities took the decision that they were duplicating each other's work. The merger created Cancer Research UK, which now has more than 680 retail outlets.

AMV, which was the incumbent on the Imperial Cancer Research Fund account, launched its first work for the merged charity in February. The creative comprised press, poster and television work featuring home video-style footage and family photographs, which aimed to build awareness of the new organisation.

More recently, WWAV has created direct response television work in an attempt to recruit more donors.