The agency won the business after a four-way pitch, including a final stage against Mortimer Whittaker O'Sullivan. Abbott Mead Vickers BBDO previously handled the bulk of the account, having held the £4 million TV brand awareness business. WWAV had been responsible for the £1 million DRTV business.
Cancer Research UK wanted an agency that could combine response and brand building in its creative approach. WWAV's most recent TV work for the client was its "mirrors" DRTV ad.
AMV, which did not repitch for the combined account, created the launch campaign last February for Cancer Research UK.
The charity was formed at the beginning of last year by the merger of the Im-perial Cancer Research Fund and the Cancer Research Campaign.
Sarah Lyness, the marketing director at Cancer Research, said: "We are keen to produce TV ads that are both brand building and generate response, and WWAV produced strong creative ideas that we feel can do just that."
WWAV will continue to handle Cancer Research UK's direct marketing account.
PHD handles media.
Ian Haworth, the executive director and head of creative at WWAV, added: "Cancer Research UK is looking for challenging creative work that will break the mould and we feel confident that we will be able to provide that and more."
Cancer Research UK is one of the UK's largest charities, spending £176 million on research a year.