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The charity is now searching for separate agencies to handle advertising and direct marketing.

The news follows a shift in the charity's strategy with the launch of its "All Clear" campaign, which conveys the positive impact the charity has had on people's lives and aims to raise £16m in funds.

The "All Clear" ads generated a 66% recall among consumers in their first week, according to Marketing's Adwatch research.

The ad contrasts with the previous "If only" TV execution, which highlighted family loss. The change in strategy is due to consumers finding it hard to believe that a cure for cancer will be found.

WWAV has handled the direct mail and DRTV side of the business since Cancer Research ±±¾©Èü³µpk10 and Imperial Cancer Research merged to form Cancer Research UK in 2001.

The review is being overseen by director of fundraising and marketing Peter Vickery-Smith, who was unavailable for comment.

Last year, the charity appointed creative agency Bartle Bogle Hegarty to develop a hard-hitting anti-smoking campaign, backed by funding from the Department of Health.

BBH's "Death repackaged" campaign accused the tobacco industry of misleading smokers with terms such as "mild" and "light".

Cancer Research UK is this month launching a campaign promoting its 2004 Race for Life series of events, which take place from May 5 and aim to raise more than £20m.

WWAV was awarded Cancer Research's TV business last January. The account was previously handled by Abbott Mead Vickers BBDO.

Separately, long-standing WWAV client Oxfam is also reviewing its £5m DM business out of the agency.

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