Macmillan Cancer Support has appointed independent digital media agency, agenda21, as digital agency of record following a three-way pitch for their digital advertising and an additional pitch for search engine marketing.
agenda21 will define and implement a new online media strategy across PPC, SEO and display advertising to guide people affected by cancer to information and support, raise awareness and grow fundraising and volunteering initiatives.
Macmillan Cancer Support aims to improve the lives of people affected by cancer offering help for patients, families and communities. This ranges from advice and emotional support to practical help for carers and families, financial advice, and care from Macmillan professionals .
The charity’s website features a wealth of information in a variety of formats including webinars and web chats, which is supported by a wide variety of fundraising events such as World’s Biggest Coffee Morning, online donation and corporate partnerships.
agenda21 will commence with a restructure of Macmillan’s paid search activity in order to drive qualified traffic through to the most applicable content. The agency will also implement natural search improvements and digital asset optimisation to expose the most relevant and useful information for them offsite, as well as supporting fundraising initiatives.
Macmillan’s existing display advertising campaigns will now be managed by agenda21 as well as planning and buying media for new briefs, using social media, native advertising, Real-Time Bidding (RTB) and specialist sites, as appropriate.
Nicola Stringer, Head of Marketing, “There are currently two million people living with cancer in the UK and this number will be as high as 4 million by 2030. There will be many more people living with cancer and they will have much more complex needs. The challenge for Macmillan is how to develop cancer treatment, care and support that has the greatest reach is high-quality, puts the patient first and saves the NHS money
‘In order to do this, we need to ensure people can both find and get the right support and information directly from us, and give us the support we need to deliver our vital on and offline services. This requires the most effective use of digital media. agenda21 demonstrated their processes for dealing with our complex challenge and suggested the most innovative approach, making us confident that they can deliver a digital marketing strategy to reach people affected by cancer and to inspire many others to support us.”
Nick Suckley, Managing Partner at agenda21 adds, “Macmillan has a very large website packed with information, advice and access to further help for everyone affected by cancer, which is a huge ‘target audience’. We will start by overhaulling their search engine marketing to make it easier for people to find the most relevant resources for them, thereby making the most efficient use of the budget. This will involve a more granular approach to optimise the data we have available as well as a new keyword creative structure. We’ll support this with targeted display advertising.”
agenda21 will work with other agencies including JAA and PHD to integrate digital activity with Macmillan’s other marketing initiatives ranging from TV and radio advertising, print, outdoor, PR and live events. The agency is appointed with immediate effect.