If you keep on doing the same things, the same things will keep on happening...

Cancer Research UK 60 second ad from Digital Team on Vimeo.

CRUK are smart.

They're big and very successful.

But they weren't always big.

They got big because they worked hard at being successful.

Their latest campaign shows that they are getting ready for the new world of fundraising. Whatever that means...

Anthony explains it better in his own words.

When we sat out to do this we wanted not just another ad campaign but a communications platform.

Lots of the work we do is direct marketing – we want people to do something directly in response whether that is donating, volunteering or presenting at the doctors earlier.

To that point, we had a change of strategy from working marketing through brand and direct response separately to being much more ‘brand response’ – so expecting that all our activity will generate a direct response and brand impact as well. Bringing those together.

Full article here.