Charities & not-for-profit
Director of fundraising and marketing,
Disasters Emergency Committee
The workload for Simon Beresford and his team has tragically ramped up in 2023, as war and natural disaster render millions worldwide in need of support.
To mark the one-year anniversary of the war in Ukraine, the Disasters Emergency Committee (DEC) released a film paying tribute to the resilience of those lives shattered by the conflict. Filmed in Ukraine with a majority Ukrainian cast and crew, the ‘Never Alone’ spot celebrated the £415m donated by the British public to the humanitarian appeal.
The Never Alone creative is supported by a hub sharing stories of those benefiting from DEC donations, including a separate film narrated by broadcaster Jon Snow explaining where the money has been used.
The same month, the charity responded to the deadly earthquake in Turkey and Syria. The DEC and Oxfam raised more than £80,000 within hours of auctioning off 10 pairs of tickets to Glastonbury, while chef Yotam Ottolenghi hosted a live virtual cookery demonstration to boost donations. To date, the appeal has raised more than £147m to support those in need.■
Simon Beresford
Head of brand and marketing
The Trussell Trust
As head of marketing for The Trussell Trust, Eve Crook’s mission is to raise awareness of the UK’s growing hunger crisis. The anti-poverty charity distributed 3 million emergency food parcels in the year to March – more than during the pandemic.
With December 2022 the busiest month ever for the network’s foodbanks, the Trussell Trust teamed up with social media influencer LadBaby and finance expert Martin Lewis on a charity single, which reached Christmas number one.
The work continued in April, when the Trussell Trust and the Joseph Rowntree Foundation transformed a London billboard into a giant receipt listing the typical essential costs the nation incurs each week, which add up to more than the basic rate of Universal Credit.
The billboard installation was in support of the ‘Guarantee Our Essentials’ campaign, which is calling on the government to ensure Universal Credit payments always cover the cost of essentials. The campaign is based on Trussell Trust research revealing 66% of Brits believe the basic rate of Universal Credit is too low.■
Eve
Crook
Head of marketing,
Teenage Cancer Trust
Warren Fiveash joined the Teenage Cancer Trust in 2021 to lead the charity’s marketing strategy and wider operational plan, delivering £1m to date in pro-bono partnerships.
This work means raising awareness of the human stories behind the disease. In July, Teenage Cancer Trust launched a campaign with Aldi, which featured the stories of young people across the brand's marketing channels. The supermarket also launched a special bag-for-life, which was designed by Hex and told the story of how they were helped by the the charity.
Earlier in the summer, the charity launched 'Stop cancer taking our teens', joining forces with Clear Channel on an outdoor campaign across the UK, which shared stories of young people who not only survived cancer but were helped by the charity to thrive.
Outside of work, Fiveash has started a podcast interviewing people from his hometown of Crawley, including marketers and entrepreneurs, a nod to his former life as a journalist.■
Warren Fiveash
Matt
Jennings
Anthony Newman
Maria
Novell
Teresa
Parker
Claire
Sadler
Executive director of fundraising and marketing,
Cancer Research UK
Under Philip Almond’s leadership of marketing, Cancer Research UK has recently refreshed its brand to emphasise the impact the charity’s work is having. As part of this drive, it has updated its strapline from ‘Together, we will beat cancer’ to ‘Together, we are beating cancer’, a subtle change that is designed to better reflect the progress the organisation is making.
Earlier this year, Cancer Research UK also renewed its partnership with Channel 4 on Stand Up to Cancer. As part of the drive, this year Friends star David Schwimmer and Olympian Tom Daley both took part in the annual Great Celebrity Bake Off.
The fundraising continued in June as The Marketing Society teamed up with Stand Up to Cancer on the annual Sprintathon. More than 300 people took part in the event, which has raised over £850,000 for cancer research during the past seven years.
Elsewhere, Cancer Research UK inked fresh partnerships for its 2023 Race for Life events. New headline sponsor Standard Life joined official sponsors Scottish Power, Slimming World and Runners Need, alongside media partner the Daily Mail.
A passionate marketer with 35 years’ experience, Almond is an advocate of age diversity, explaining how “useful” it is to have a wider range of age groups within marketing teams.■
Philip
Almond
David
Hamilton
new
Director of communications and marketing
NSPCC
A member of the NSPCC’s executive board, David Hamilton heads up a 100-strong team with responsibility for marketing across the charity and its Childline helpline. A past chair of the PR and Communications Council, he joined the NSPCC in June 2020 from youth movement The Scouts.
Tapping into the power of partnerships, the charity joined forces with long-term supporter Lidl in February for a new campaign encouraging young people to open up about loneliness. Using day-in-the-life videos based on young people’s real experiences, the ‘Day in the Lonely’ campaign highlighted the ways Childline can help.
Last October, the charity teamed up with Lego to combat cyberbullying. The partnership centres on the ‘Build & Talk’ hub, hosted by Lego, offering activities for adults and children focused on digital safety and wellbeing.
NSPCC also enjoyed nationwide exposure after being gifted the shirt sponsorship of League One football team Derby County in November, which ran for the remainder of the 2022/2023 season. The partnership included a presence on the club’s interview backdrop and website, LED advertising boards and matchday ad inventory.■
CMO
CALM
In the two years since Matt Jennings was appointed CMO of mental health charity CALM, his team's work has gone from strength to strength. This includes winning numerous awards for suicide prevention campaign ‘The Last Photo’ and a continuing partnership with ITV tackling the meaning of mindfulness.
Recent work from Jennings’ team includes support for those suffering from anxiety for May’s Mental Health Awareness Week and the season three launch of podcast #UnderTheSurface, featuring comedian and CALM ambassador Romesh Ranganathan on dealing with suicidal thoughts.
CALM also signed new ambassador, West Ham and England star Declan Rice, ahead of the World Cup in November. The latest iteration of the charity’s ‘The Invisible Opponent’ campaign – winner of two accolades at the 2022 Marketing Week Awards – depicted Rice alone on the pitch at Wembley. The campaign raised awareness of the 3 million Brits experiencing loneliness, enough to fill Wembley 33 times over.
Beyond CALM, Jennings serves as a strategic business advisor at marketing consultancy Maker Lab, and as a non-executive director at sustainability community FuturePlanet.■
Brand and marketing director
Macmillan Cancer Support
Strong partnerships are proving crucial for Macmillan Cancer Support, as the charity strives to help people living with cancer cope with long NHS waiting lists and the cost of living crisis.
Under Anthony Newman’s leadership, the charity signed Santander as the first sponsor of its Mighty Hikes fundraising events. The three-year partnership includes a £140,000 donation towards the Macmillan Grants service, helping 400 patients tackle the cost of a cancer diagnosis.
Macmillan has also teamed up with partner Virgin Money to urge young adults with cancer to access financial support. The campaign is based on research that finds one in four young people with cancer are slipping further into debt. The charity provided Virgin Money staff with bespoke training to help those affected by, or living with, cancer.
From a creative perspective, Macmillan won a 2023 D&AD award in May for its collaboration on documentary Super Surgeons: A Chance at Life. The three-part Channel 4 docuseries was supported by branded idents and four short films, plus online and social assets.■
Chief innovation, income and engagement officer
Marie Curie
Drawing on her more than two decades’ worth of experience in the charity sector, Maria Novell has focused on leveraging partnerships to ramp up support for Marie Curie.
In March, the charity enlisted the help of singer Alexandra Burke, who donned a dress made of more than 900 daffodil pins to promote its Great Daffodil Appeal – Marie Curie's biggest annual fundraiser. Then in April, the charity and Superdrug launched ‘Purchase for Nurses’, which saw the beauty retailer donate £175,000 to fund Marie Curie nurses nationwide, gifting 2p for every cosmetic product sold.
Meanwhile, in May a high-profile collaboration with Omaze raised £2.1m – the largest sum the fundraising competition has generated to date – which will fund frontline nursing and hospice care.
Elsewhere, the charity’s cost of living campaign attracted support from the likes of Stephen Fry and Stephen Mangan, who promoted Marie Curie’s petition calling on the government to help terminally ill people over the festive period.
Novell was promoted to the new role of chief innovation, income and engagement officer in August.■
Head of media, brand and relationships
Women’s Aid
Teresa Parker has fought to raise awareness of Women’s Aid’s vital work in 2023 by tapping into the cultural conversation.
In April, the charity collaborated with singer and former Little Mix star Jesy Nelson on the video for her new single Bad Thing, which depicts a woman trapped in an abusive relationship. Women’s Aid praised Nelson for using the video to signpost support.
The charity then celebrated the success of its campaign with patron Mel B and The Sun newspaper in May, after the government announced a £300,000 fund for survivors fleeing abuse.
Earlier this year, Parker publicly condemned coercive and controlling behaviour, speaking to Sun journalists following allegations an England footballer intimidated a woman into signing an NDA after an affair. She also authored a piece for Metro about Tina Turner’s legacy as a domestic abuse survivor following the star’s passing. West End musical Tina partnered with Women’s Aid for its fifth anniversary gala performance in April, raising donations for the charity.
As Women’s Aid gears up for its 50th anniversary next year, Parker’s focus will be on continuing to spread the message.■
Chief marketing and fundraising officer
British Heart Foundation
The British Heart Foundation (BHF) is pushing ahead with its mission to improve the nation’s heart health. Central to this work is Claire Sadler’s team, which in May released the latest iteration of the BHF’s ‘This is science’ campaign. Depicting a woman reliving the memories held in her heart, ‘The Greatest Treasure’ focuses on the power of donations to fund lifesaving research.
Beyond the creative, the BHF’s marketers have been busy striking partnerships, including extending a tie-up with PureGym encouraging gymgoers to donate preloved items across the chain’s 300-plus clubs. In February, the British Heart Foundation teamed up with the likes of Tesco, Next, Travelodge and Royal Mail on a fundraising and awareness drive for Heart Month.
On a personal level, Sadler has been busy in her role as a WACL member. She proved instrumental in the rollout of the network’s first ad campaign ‘#RepresentMe’, highlighting the importance of the positive representation of women in advertising.
This year Sadler also celebrated her acceptance to The Marketing Academy EMEA Fellowship.■
new
methodology
judges
Charities & not-for-profit
FOOD & DRINK RETAIL
GENERAL RETAIL
Media, telecoms & entertainment
PROFESSIONAL SERVICES,UTILITIES, HEALTH & LIFE SCIENCES
TRAVEL, LEISURE & HOSPITALITY
Consumer tech, automotive
& manufacturing
FINANCIAL SERVICES
FMCG
Food & drink
methodology
judges
Charities & not-for-profit
FOOD & DRINK RETAIL
GENERAL RETAIL
Media, telecoms & entertainment
PROFESSIONAL SERVICES,UTILITIES, HEALTH & LIFE SCIENCES
TRAVEL, LEISURE & HOSPITALITY
Consumer tech, automotive
& manufacturing
FINANCIAL SERVICES
FMCG
Food & drink
analysis