Cancer Research UK has handed Nottingham-based digital marketing agency Impression a new brief to help raise awareness of its charity events and fundraising initiatives through paid search activity.
Set up in 2012, Impression has worked with the charity in the past and scooped this account following a tender process. The agency has been task with managing Cancer Research UK’s online ad budget with the aim of increasing awareness of the charity’s events, fundraising initiatives and health campaigns. Impression will deliver paid search advertising across Google and Bing.
Cancer Research UK marketing services manager Mandy Smith commented: “We need to be mindful of our supporters’ engagement with us, as there could be multiple touchpoints during their journey with Cancer Research UK.”
She said that one of the advantages of paid search is that it enables the organisation to interact with its supporters throughout the year, including peak times such as when the Race For Life events take place in the spring and summer, and better understand what information they want to receive from the charity at a certain time.
Smith added: “We’ve been impressed with the paid search campaigns that Impression have executed for us so far and have seen some improvements in performance already. We’re really looking forward to working closer with Impression to further refine our digital strategy and to create some sector-leading fundraising campaigns.”
Impression’s client list also includes Brewdog, Elite Insurance and Telefonica. The agency’s head of PCC Liam Wade said: “Of course, this being charity money, the pressure is on us to ensure we’re delivering impressive returns which, so far, we are. We’ve already run campaigns for the charity around many of its national fundraising events and we’re excited to do lots more in the future.”
Cancer Research UK’s main account is handled by Anomaly London. Its most recent activity used mock packaging from old cigarette brands to warn people about the link between obesity and cancer. However, the charity faces accusations that it was “fat-shaming”.
In response, a spokesperson for Cancer Research said: “Obesity is a complex issue with many causes, but one of the biggest influences is that the world we live in makes being healthy difficult.
“It is a key time to remind MPs and policymakers why action to reduce obesity, particularly in children, is important and why reducing children’s exposure to junk-food advertising should be a key part of that.”
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