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Media: Strategy Analysis - Which? re-engages with consumers.
Brand: Which? magazine Client: Which? Brief: Empower consumers Target audience: All adults Budget: Undisclosed AGENCIES Media: MC&C Creative: Watson Phillips Norman
In 2007, Which?, the UK's leading consumer charity, will celebrate 50 years of championing people's consumer rights and lobbying government and industry on behalf of consumers.
The organisation is funded by its members, subscribers to its magazines - including its flagship Which? magazine - and its website.
This year, it has undertaken a major project to improve its understanding of consumers and develop its marketing strategies. To ensure that it continues to meet consumers' needs, the organisation has been working with the direct response media agency MC&C to acquire an in-depth understanding of consumers all over the UK - including its members, potential new members and the people on whose behalf it campaigns.
One of Which?'s key aims is to empower people by providing them with information - to make them as powerful as the companies they deal with every day. It needed to get to know today's consumers better, communicate with them in the best possible way and tailor its services for their maximum benefit.
EXECUTION
The first step was to create a bespoke segmentation of the UK population.
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