Which? appointed WPN to handle acquisition and retention marketing last June. The client was known as the Consumers' Association until rebranding last year to the same name as the 49-year-old magazine it grew out of.
Since then, WPN has conducted research revealing that the breadth of Which?'s offering is not matched by consumers' impressions of the organisation, and the new campaign is designed to change those impressions.
Tod Norman, planning partner at WPN, said: "Although recognised as the consumers' champion, Which? has created a very strong residual impression that it exists only to test and recommend white goods, which couldn't be further from the truth."
Using TV and press planned and bought by Mike Colling & Co, the campaign will stress the diversity of the brand's offering. As an organisation, Which? publishes books, magazines and websites that secure 700,000 readers a year, and reviews a range of goods and services from child car seats to pensions.
The ads are also intended to encourage trial of Which? and provide a halo effect for future direct response work, also conducted by WPN.
Chris Gardener, marketing director of Which?, said: "It's extremely exciting to be able to announce this activity to the public with a brand TV ad -- particularly since we have put in place a rigorous programme of integrated direct marketing to make sure we benefit from our investment."
The Which? magazine and website will be updated and revamped during May and June.
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