Cancer Research UK appoints MSQ to handle digital strategy, creative, content and production business

Cancer Research UK, the world’s leading cancer charity dedicated to saving lives through research, has appointed MSQ to handle its ongoing digital marketing creative, following a competitive pitch process involving a number of the leading UK and international digital agencies.

MSQ will now be responsible for leading all digital marketing activity across Cancer Research UK.

The move is part of Cancer Research UK’s new singular creative approach to marketing activity, to deliver more impactful, effective and efficient campaigns. Working with MSQ, a more joined-up, data-led approach will be taken across acquisition, and media efficiencies, engaging supporters and potential supporters on a more consistent and personal level.

MSQ will work closely with Cancer Research UK’s lead creative agency, Anomaly, on the business. Media buying across all channels will continue to be managed by MediaCom.

MSQ will mobilise expertise from across its 800-strong group to help Cancer Research UK  make greater impact through digital activity. This will include drawing 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. 

MSQ has significantly bolstered its data and production capabilities over the past 12 months. In September 2020,the group hired Wunderman Thompson’s Rob Goodwin as its new Chief Data Officer, and earlier this year appointed Morgan Cox, the ex-Prodigious UK CEO, as its new Head of Dynamic Content & Production. Both will play a significant role on the Cancer Research UK account.

Peter Reid, Chief Executive of MSQ, says: “We’re delighted to partner with Cancer Research UK, tackling such important work. 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.”

Nicola Smedley, Director of Marketing and Supporter Engagement at Cancer Research UK 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.”

In June, Cancer Research UK announced the return of Race for Life events this autumn. MSQ will be delivering the digital activity across the marketing campaign, which runs from June to September.