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The charity is keen to focus renewed marketing activity on fundraising.

The organisation had been concentrating on pure brand-building since the merger of the Cancer Research ±±¾©Èü³µpk10 and Imperial Cancer Research in 2001.

Its advertising and direct marketing business, formerly handled by WWAV Rapp Collins, will now be run by Ogilvy & Mather and OgilvyOne respectively.

While the agencies will ensure advertising is aligned with below-the-line work, Ogilvy & Mather is likely to be responsible for creating a clearer brand positioning.

The account was handed to the Ogilvy Group following a pitch against Rainey Kelly Campbell Roalfe/ Y&R and Harrison Troughton Wunderman.

The change of agency follows the charity's £3.2m 'All Clear' campaign by WWAV, which earlier this year achieved a 62% recall among consumers in its first week on TV.