Anthony Newman
Cancer Research UK
Director of brand, marketing and communications
Newman has focused on campaigns that truly integrate social media and TV, rather than prioritising TV. Newman explains: "Cancer Research UK is incredibly diverse in its range of audiences – patients, scientists, health professionals – and so delivering a master brand strategy and achieving high brand attribution across all our campaigns and propositions is a constant struggle." Yet Newman has overcome this with marketing that challenges the status quo. Mother’s genre defying "Join the pink army" – which features a cyber-punk world ganging up on cancer – delivered Race for Life advertising that looked nothing like the charity sector had done before.
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