Macmillan Cancer Support has made a double agency appointment to handle both strategic branding and creative following a competitive pitch process, with two VCCP agencies – SomeOne and VCCP Blue – taking over the reins.
With the number of people living with cancer in the UK at a record high of 3.5 million and rising, the need for cancer support is growing. The agencies have been briefed to ensure Macmillan remains relevant and recognisable to even more people.
SomeOne will lead the future evolution of the Macmillan brand. Meanwhile, VCCP Blue will work in tandem to develop the creative platform and campaigns that bring Macmillan’s brand to life across paid, owned and earned channels.
Incumbent AMV BBDO, which created the charity’s most recent activity (pictured), declined to repitch.
Both agencies will build on the charity’s work to do whatever it takes to make sure everyone with cancer gets the best support today, while working closely with the NHS, healthcare professionals, and wider partners to transform cancer care for the future.
Macmillan Cancer Support director of communications, brand and content Kate Jones said: “Every 75 seconds, somebody in the UK hears the words ‘you have cancer’, and that moment can change their life forever. That’s why it’s more important than ever that people understand the support Macmillan can provide, whether they’re living with cancer themselves, supporting a loved one, or looking to make a difference with their time, money or voice.
“SomeOne and VCCP Blue impressed us with the strength of their strategic thinking, creative ambition and clear understanding of our mission. We’re excited to work together to help everyone with cancer get the best care the UK has to offer, whoever and wherever they are.”
The work is expected to launch next year, which will include evolving the charity’s flagship Fair Cancer Care campaign throughout 2027 and beyond, as well as developing Macmillan’s broader brand story.
VCCP Blue managing director Roly Darby commented: “We are hugely proud to be appointed by Macmillan Cancer Support at such an important moment for the charity. Macmillan is one of the UK’s most trusted charity brands, and we don’t take lightly the responsibility that comes with helping evolve it.”
SomeOne founding partner Simon Manchipp concluded: “Many people already know the incredible impact Macmillan has had on the nation, but as the charity looks toward its next chapter, the brand needs to evolve to support an ever-growing need.
“We are honoured to be entrusted with defining the future role and architecture of such a beloved brand. Our goal is to ensure that anyone facing cancer, and anyone wanting to support the cause, knows exactly how to connect with Macmillan when it matters most.”
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