The body, which advises consumers about products across a range of industries through its Which? publications portfolio, is working with Corporate Edge on the strategic brand overhaul. CA is also talking to integrated creative agencies.
The initiative will give the largest independent consumer organisation in Europe a revamped image ahead of its 50th anniversary.
Marketing director Geoff Hurst said the project would "refresh and re-energise" the organisation's brands. He declined to say whether the review was geared toward giving CA a more commercial orientation. Corporate Edge declined to comment.
Hurst said an integrated agency would be appointed "imminently" to produce work that would move its budget away from direct response ads and toward more strategic brand-building campaigns.
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