New charity Cancer Research UK has handed its &£5m advertising account to Abbott Mead Vickers.BBDO without a pitch.
The organisation is the result of the merger of the Imperial Cancer Research Fund and the Cancer Research Campaign. It is now the largest charity in the UK.
AMV was the incumbent on the Imperial account and has worked on COI Communication’s anti-smoking campaign for 18 years. Cancer Research Campaign used McCann-Erickson Bristol and BMP DDB on a project basis.
AMV’s first campaign for the charity launches on February 4 and includes national television, poster and press advertising. The TV campaign will use family photographs and home video-style footage to show the steps made by the charity towards curing cancer.
Cancer Research UK fundraising and marketing director Peter Vicary-Smith says: “Ensuring the public understands our aims and values from the outset is important. I believe this campaign will go a long way towards helping us send out messages to more people.”