Breast Cancer Now Appoints Ogilvy UK as It Embarks on New Brand Marketing Strategy

Breast Cancer Now has today announced Ogilvy UK as its brand agency partner following a three-month competitive pitch, which was managed internally.

The appointment comes at a critical time for Breast Cancer Now as it develops a new organisational strategy for the next five years. Ogilvy UK will play a significant role in driving awareness and growth for the charity to reach its bold mission for 2050: anyone diagnosed with breast cancer will live and be supported to live well.  

Ogilvy UK drew on its advertising, production, PR and behavioural science specialisms in the winning pitch, demonstrating a unique approach to helping Breast Cancer Now reach more people impacted by the disease as it enters the next phase of its evolution.

The incumbent for the charity was BMB, who built the charity’s first-ever brand strategy and delivered the multiple award-winning campaign ‘The Chat’.

Rachael Franklin, director of fundraising, communications and engagement at Breast Cancer Now said,“Embarking on our new relationship with Ogilvy UK is an exciting and important moment for us. Breast cancer is not a done deal, and our brand is critical to our growth, and it must work extremely hard over the coming years to have greatest impact for everyone affected by breast cancer. 

“Throughout the pitch process, Ogilvy UK demonstrated a high level of commitment to our cause, showing sensitivity towards the issue of breast cancer whilst also bringing energy and passion. We are confident that together, we can accelerate our brand awareness so that everyone who needs us knows that we are here. 

“BMB played a hugely significant role in supporting us to build our first ever brand strategy. They worked with us to deliver powerful and impactful campaigns that really showed us how we could leverage our potential to reach and engage people affected by breast cancer, so they know we’re here for them, as well as reaching those who can support us and signposting them to do so.   

“Ogilvy will now see us through our next strategy period, supporting our brand awareness to lead us to our vision that by 2050, everyone diagnosed with the disease will live, and be supported to live well.”   

Fiona Gordon, global CEO of Advertising, Ogilvy, said, “This is a charity with an incredible vision that does amazing work. Breast Cancer Now know that to help everyone diagnosed with breast cancer, action is needed now.  Using our creative firepower and integrated specialisms, we can't wait to get going to help drive the action needed now and for the future. The Breast Cancer Now team have been terrific to work with during the pitch process and we look forward to making a real impact together.”