Alzheimer’s Research UK has consolidated its £3m media planning and buying account into incumbent Yonder Media, following a three-way competitive pitch managed by The Aperto Partnership.
The agency pitched against All Response Media and Universal McCann.
Previously, Yonder Media worked with Medialab on the account.
Now that the account is consolidated into a single agency, Yonder’s brief is to grow awareness of ARUK and to double its fundraising revenue.
Carolyne Coupel, director of strategic marketing, said that “research is finally starting to turn the tide on dementia”, but to invest and raise awareness the charity “[needs] to reach and inspire new audiences in the most effective way”.
In 2023, The Beyond Collective relaunched ARUK’s brand with “Change the Ending”, to show the impact of dementia and how the disease steals “happily ever afters”.