Brand of the Year 2014: Congratulations to Macmillan
Macmillan Cancer Support was selected from a strong shortlist of four other brands - Baileys, easyJet, The Outnet and O2. Marketing Society members and readers of Marketing magazine selected the shortlist from an original list of 20 brands.
Every day, 910 people in the UK are faced with the news that they have cancer. Today, there are over 2 million people living with cancer in the UK and too often those living with the diagnosis, or those caring for someone who is, can feel as if they're facing it alone. Macmillan Cancer Support helps those living with cancer. Last year, it decided it needed to make clear what it did compared to other high-profile cancer charities.
No one should face cancer alone. It was a simple and compelling insight and the cornerstone of the charity's campaign by VCCP that achieved unprecedented levels of awareness, deepening relationships and boosting donations. The likelihood to donate among those currently unaffected by cancer jumped over 10 percentage points. Moreover, the new positioning has had a longer-lasting impact on the charity's fortunes. The World’s Biggest Coffee Morning saw a dramatic increase in revenue last year from £15 to £20 million.
A hearty congratulations to Macmillan Cancer Support which is joining an illustrious line up of Marketing Society Brands of the Year including Sainsbury's in 2013 and Procter & Gamble in 2012.
For a full list of the top 20 nominees head here.