Cancer Research UK has handed its digital marketing creative account to MSQ, as part of the charity’s new data-led approach designed to engage existing and potential donors on a more consistent and personal level.
The appointment follows a competitive pitch process involving a number of UK and international digital agencies.
MSQ will now be responsible for leading all digital marketing activity across Cancer Research UK, working closely with its lead creative agency, Anomaly, on the business. Media buying across all channels will continue to be managed by MediaCom.
The move is part of Cancer Research UK’s new singular creative approach to marketing activity, to deliver more impactful, effective and efficient campaigns.
MSQ will draw on the agency’s new set of digital, data and creative toolkits, designed to connect digital journeys and help brands build better emotional connections with customers.
One of the first campaigns will be for this autumn’s return of Race for Life, which was cancelled last year due to the Covid pandemic. MSQ will be delivering the digital activity across the marketing campaign, which runs to September.
Recent senior MSQ recruits – including chief data officer Rob Goodwin and head of dynamic content and production Morgan Cox – will play a significant role on the account.
Cancer Research UK director of marketing and supporter engagement Nicola Smedley said: “We’re delighted to be working with MSQ across our digital marketing activity and know the agency’s expertise will complement our existing relationships with Anomaly and MediaCom.
“Working together, MSQ will help us move forward with our digital marketing vision, be more impactful and efficient across our campaigns and build deeper relationships with our supporters.”
MSQ chief executive Peter Reid added: “By using the breadth of our digital capabilities, we can creatively and efficiently support the charity in its wider digital transformation to adopt an audience first, one organisation overview of all marketing and engagement.
“There’s a huge opportunity for Cancer Research UK to innovate and connect its use of digital channels to create more lasting impact, and it’s further validation of our distinctive digital-first model, blending cutting-edge data and technology with expert creative and strategic thinking, delivered in dynamic ways.”
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