Cancer Research UK Names WPP as Media and Creative Partner

Cancer Research UK is one of the UK's best-known charities, funding research, raising awareness and supporting people affected by cancer.

As part of efforts to strengthen its engagement with supporters and reach more people affected by the disease, the charity has signed a three-year integrated media and creative partnership with British communications and media group WPP.

The agreement will unify services currently delivered by several specialist agencies into a single partnership. WPP's remit will span media, creative, digital, social, data, technology and analytics.

The partnership is intended to help Cancer Research UK develop a more consistent approach to its marketing, using data and technology to better understand its audiences and build longer-term relationships with supporters.

According to Claudia Nicholls-Magielsen, Executive Director of Marketing, Fundraising and Engagement at Cancer Research UK, the ambition is for the charity to “be more relevant to more people more of the time”.

In a LinkedIn post following the announcement, Kate Rowlinson, CEO of WPP UK, writes: “The work CRUK do is both groundbreaking and life extending for thousands of cancer patients and their loved ones across the UK. Being part of this mission to beat cancer is a privilege and we can’t wait to take the work we do to the next level with an integrated team.”

Streamlining marketing operations

The partnership marks a rare change to Cancer Research UK's agency arrangements, which have undergone their first full review in more than 20 years.

The new model aims to bring marketing activities closer together, using data and technology to develop a clearer understanding of audiences and make more effective use of the charity's marketing investment.

Claudia highlighted the importance of combining creative capabilities with data-led audience engagement in a LinkedIn post.

“Being relevant to many more people, more of the time, takes two things. Firstly, it takes creative and media that earn attention. Secondly, it takes the data and technology to understand who we are talking to and why. We are investing in both at once, as a deliberate choice because that will help us to move faster on our mission.”

She also emphasised the importance of ensuring fundraising resources deliver value.

“We're setting a simple but high standard: every pound given to us is a pound somebody chose to give to help us beat cancer. It has to work as hard as it possibly can.”

For Cancer Research UK, a more integrated marketing model is therefore also an exercise in operational efficiency, with the aim of directing resources towards activities that can make the greatest contribution to its charitable objectives.

A leading cancer research innovator

Cancer Research UK continues to fund scientific research and support advances in cancer prevention, diagnosis and treatment.

Over the past 50 years, the charity's work has helped double cancer survival in the UK. It also estimates that eight in 10 people receiving cancer medicines in the country are taking a drug developed by or with its support.

In its 2025/26 Annual Report, Cancer Research UK reported spending £416m (US$557m) on new and ongoing research, while raising £483m (US$646m) through legacies, donations and events.

The organisation has also maintained a strong public profile, ranking first in charity brand rankings conducted by Savanta and YouGov.

In the report's foreword, Chief Executive Michelle Mitchell highlighted the importance of increasing fundraising and investment in research, including through emerging technologies.

“We’re deliberately reducing our reserves so we can invest more money in our life-saving work and the ideas, technologies and partnerships that will help accelerate progress – including the responsible use of data and AI,” she writes.

She adds: “People affected by cancer are at the heart of our work. Their insight drives our purpose, focuses our priorities and keeps us grounded in the difference we must make.”

Cancer Research UK - key partners

Tesco

CEO: Ken Murphy | HQ: Welwyn Garden City, Hertfordshire, UK

Tesco has partnered with Cancer Research UK since 2001, supporting the charity through fundraising, public awareness campaigns and initiatives promoting healthier lifestyles. The collaboration has raised more than £70m (US$93m), helping fund research into cancer prevention, diagnosis and treatment while engaging Tesco's customers and colleagues in the charity's wider mission. 

ScottishPower

CEO: Keith Anderson | HQ: Glasgow, Scotland

ScottishPower has worked with Cancer Research UK since 2012, supporting fundraising through initiatives including its Help Beat Cancer energy tariff and sponsorship of fundraising events. The partnership has raised more than £40m (US$53m) for cancer research, demonstrating how the energy company has used its customer relationships and wider business network to support the charity's work.