Consumer group Which? has recruited MSQ’s Brave Spark as its creative agency for the launch of a major brand refresh this spring as part of a strategy to ensure the organisation presents itself as a modern and relevant brand.
Brave Spark will be responsible for positioning Which? as the leading source of trusted information to help customers stay informed, making their everyday lives easier through impartial, expert, actionable and free advice.
Which?’s role has arguably never been more vital for consumers, and work will begin to roll out in the spring, with Brave Spark working closely with Which?’s media agencies, Goodstuff and Brainlabs, on a campaign spanning advertising and digital channels.
As a not-for-profit organisation, Which? has been a recognised source of information in the UK for more than 65 years offering free news, advice and support from experts on which.co.uk and by signing up to their free newsletters.
Which? members, who pay a fee, can access further news, advice and investigations as well as more than 8,000 in-depth product reviews, to find the Best Buys and avoid the Don’t Buys.
Which? director of audiences, brand and communications Neil Caldicott said: “Our brand refresh is an important step forward and we’re delighted to be working with Brave Spark on it. Consumers have never been more in need of trusted, independent advice and with a modern, refreshed brand and a sharp consumer proposition Which? has a big, bold message to share. Brave Spark’s creative thinking and approach is exactly what we need to do just that.”
Brave Spark business director Rebecca Vickery added: “As consumers, we are all flooded with advice, most of which can lead to more questions and uncertainty. It’s why our team feel passionate about launching a refreshed Which? proposition to provide UK consumers with trusted answers they need now more than ever before. It’s a brilliant brand, a once in a generation brief and another stellar example of Brave Spark’s ability to deliver unexpected, distinctive and insight driven creative for modern brands who need to accelerate change in their performance.”
The appointment is the latest in a long line of wins for the creative studio. Having become part of MSQ in October 2021, the agency has since picked up work from brands including Zalando, Asics, Cancer Research UK, PensionBee and CMA.
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