Which? selects Rapier to handle £14m marketing task

Ben Bold,

December 03, 2003

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Which? selects Rapier to handle £14m marketing task

LONDON - The Consumers’ Association (CA), owner of the Which? brand, has hired integrated agency Rapier to handle its £14m marketing business as it rethinks the way it communicates its brands to consumers.

CA, which advises consumers about products and services across a range of industries, is carrying out a major brand review.

Rapier’s brief is to create more targeted, brand-oriented communications and increase the Which? audience. CA currently markets itself via direct mail prize-draw offers.

Rapier was appointed by marketing director Geoff Hurst, and becomes CA’s first retained marketing agency.

Hurst said that Which?, a print and online publication, will target consumers at specific life stages.

Rapier’s first work, in January, will be direct marketing aimed at young families and home-owners.

CA announced in September it is working with Corporate Edge to overhaul its brand. Hurst said at the time that the project would “re-energise” the brand.

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Topics

Marketing