Macmillan Cancer pools ad at Joshua-G2

Macmillan Cancer Support has consolidated its advertising into integrated agency Joshua-G2.

The WPP-owned agency has been named as the cancer charity’s lead marketing communications agency following a competitive pitch against undisclosed agencies. The review was handled by the AAR and overseen by Macmillan Cancer Support’s deputy director of marketing.

Previously, the charity split work on a project basis with agencies that included the direct agency Harrison Troughton Wunderman, the charity direct mail specialist Cascaid and branding agency Wolff Olins.

Joshua will handle the charity’s advertising, direct marketing, data analytics, fundraising and events business.

Its biggest fundraising event is the annual World’s Biggest Coffee Morning, which raised more than £6m last year. The event was backed by an online campaign by Squeeze Digital, which targeted office workers.

The charity rebranded from Macmillan Cancer Relief last year to better communicate the range of assistance it offers. It appointed Ciaran Devane as its chief executive last week. He joins the charity in May and has previously worked for Gemini Consulting where he became head of the firm’s Life Sciences Practice.

He takes over from Peter Cardy who left in December. Interim chief executive Judy Beard will remain during the handover.


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