Cancer Research UK on shifting to a masterbrand approach

Cancer Research UK says its new communications approach has been “hugely successful” but admits more needs to be done to make the brand more “distinctive”. In 2015, the cancer charity linked up its direct response and brand marketing to encourage consumers to act on its ads, as well as create a brand impact. “If we do advertising where we tell people about the brand but not actually ask them to give, it’s a bit of an empty message. By making our brand advertising responsive, it’s putting out a message in a tangible way,” director of brand, marketing and communications, Anthony Newman, tells Marketing Week.