The charity is reviewing its creative requirements and is on the hunt for a new agency to handle its overall brand campaign.
It expects to make an appointment in June 2015. The chosen agency will be tasked with creating an integrated brand campaign to launch in January 2016.
The charity has worked with Abbott Mead Vickers BBDO on its brand campaigns for the past five years. It will remain the charity’s retained agency for health marketing campaigns.
Clare Moore, the head of strategic marketing comms at CRUK, said: "To continue in our fight to beat cancer it is essential that our brand campaigns remain strong, fresh and engaging – ensuring we drive fundraising and other key initiatives – as well as our core message.
"While we have successfully worked with AMV BBDO for five years, with this change in strategy, we feel that now is an opportune time to look for a new agency for this work.
"We will retain our close relationship with AMV BBDO as they will continue to work on our health marketing campaigns."
AMV BBDO created CRUK’s most recent brand campaign, called 'We Will', in August 2014. It reflected the charity’s ambition to increase cancer survival rates.
Currently two in four people survive cancer and it is the charity’s ambition to double the speed of progress and increase this to three in four people surviving cancer over the next 20 years.