MS Society appoints two for marketing overhaul

ms societyThe Multiple Sclerosis Society has handed a major digital transformation and brand repositioning programme to Arthur London and Code Computerlove.
Arthur London has been tasked with reframing the MS Society’s brand proposition, while Code Computerlove’s remit includes building a new digital platform and programme of digital evolution. The agencies will work closely together to ensure a fully integrated approach.
The appointments reflect the charity’s ambitions to achieve a step change in its ability to reach out to and support all people affected by multiple sclerosis and to engage and mobilise supporters and campaigners – goals that are central to its 2015-19 strategy.
John Palmer, executive director of marketing and communications at the MS Society, said: “We want to ensure the MS Society is capable of engaging, supporting and inspiring everyone affected by MS in the UK, including up to 1 million carers, and family and friends of the 100,000 living with the condition.
“We are aiming to position the MS Society as front of mind and more relevant to all those affected by MS in the UK, increase people’s propensity to support us and grow awareness and understanding of MS.
“We know we need to embed a digital mindset in the charity and explore new ways of using digital technologies to improve the lives of people affected by MS.
“Our digital transformation programme, complemented by agile working practices, will go beyond overhauling our website and digital platforms and will involve a complete rethink of the role of digital in achieving our organisational objectives.”
As part of the brand work, the charity will be reviewing its supporter and membership proposition and refreshing its tone of voice, core messages, visual identity and brand architecture.
The work is expected to break in the autumn.
Set up in 1953, the MS Society is the UK’s leading MS charity, providing information and support for sufferers and their relatives. The charity has invested over £136m of today’s money in research into the condition.

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