Cancer Research UK in hunt for agency to spearhead legacy marketing campaign

Cancer Research UK is looking for a new advertising agency to help with a legacy marketing drive.

The charity says it needs an agency with experience of the over-70s age group – which legacy marketing is primarily directed at. Legacies account for about half of the charity’s income.

Cancer Research UK head of legacy marketing Duncan Bell, who is overseeing the search for the agency, claims his budget is set to increase. Bell adds: “We are looking for a new set of eyes and brains on legacy marketing.” The search for the agency does not affect the charity’s relationship with incumbent WWAV Rapp Collins, says Bell.

The charity is unwilling to disclose how much it spends on legacy marketing, but states that most bequests are made by people without being contacted by the charity.

Last month, WWAV Rapp Collins created a legacy campaign for charity the National Society for the Prevention of Cruelty to Children (NSPCC) as part of its legacy marketing drive.

In August, Cancer Research UK launched a microsite aimed at attracting legacy donations from the over-55s.

The charity recently appointed advertising agency Bartle Bogle Hegarty to create a TV campaign targeting the marketing practices of tobacco companies as part of a £15m Department of Health project shared with the British Heart Foundation (MW September 25).

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