LONDON: Cancer Research UK has named Brave Spark as its lead social agency for its donation and legacy-giving activity following a competitive pitch process. The agency will work closely with Cancer Research UK’s own social team and joins a roster that also includes Born Social and eight&four.
Brave Spark’s appointment marks the first time that the agency has worked directly with Cancer Research UK. The team has previously supported its parent company, MSQ, on other paid digital activity for the charity. MSQ retains its place on the Cancer Research UK roster as its lead digital agency, overseeing non-social media-related work such as display and web development.
Cancer Research UK is the world’s leading cancer charity, dedicated to saving and improving lives with its research. As well as raising money through donations and gifts left in Wills, the charity fundraises through partnerships, events, including Race for Life, and its retail network of over 550 stores. Its online presence is among the largest of any UK charity, with more than 1.5 million followers on Facebook and over 200,000 followers on Instagram.
Athar Abidi, Head of Social at Cancer Research UK, says: “We’re delighted to be working with the Brave Spark team on our social activity going forward across paid, owned and earned channels. We have a hugely important job to do, and Brave Spark bring the energy, ideas, and expertise we need to bring our ambitions to life in the most engaging ways.”
Rebecca Vickery, Managing Director at Brave Spark, says: “Science saves lives and the
opportunity to bring Cancer Research UK’s message to life in ways that have human impact is a genuine privilege. We will be working collaboratively with the social team to spark new ideas at speed that give Cancer Research UK the big leap forward it needs, raising awareness and donations from new and existing audiences.” Brave Spark already creates award-winning social activity for brands including Leeds Building Society, Trivento, Virgin Experience Days and Fred.Olsen. Recently named a Campaign Top 100 Best Places to Work, the agency was acquired by MSQ in 2021 and has doubled in size to more than 50 people in the past 18 months.
