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Which? launches first ever brand advertising campaign through Watson Phillips Norman

Leading direct response agency Watson Phillips Norman (WPN) has created the first ever brand advertising campaign for client Which? The purpose of the campaign is to exploit consumer awareness and appreciation of Which? as a brand and to educate consumers that the brand's offering is surprisingly diverse. It is also intended to encourage trial of Which? and to provide a long lasting halo effect for all future direct response work that will be conducted by WPN. The campaign will run in 30 second ads across terrestrial TV in the Central region in May with press executions (using both full page and double page spreads) in national press and high volume consumer magazines throughout the same period. Media planning and buying is by Mike Colling & Co. WPN was engaged last June to handle Which? acquisition and subscriber marketing.

Consumer research, conducted by WPN over the past six months, shows that Which?, launched initially as a magazine by The Consumers Association in 1957, is wrongly perceived by consumers to be an organisation that principally reviews domestic appliances such as washing machines. In response to these findings the new campaign stresses the sheer diversity of the brand's offering. As an organisation Which? publishes books, magazines and web sites which secure 700,000 readers a year and reviews a whole range of goods and services from child car seats to pensions.

The ads also stress that Which? is available in both magazine and online formats. The campaign also coincides with the magazine and online product being updated and revamped in May and June respectively.

Tod Norman of Watson Phillips Norman comments
“Which? is one of the best known brands in the UK, but as such it is perhaps a victim of its own success. Although recognised as the consumers champion, Which? has created a very strong residual impression that it exists only to test and recommend white goods, which couldn't be farther from the truth. It was obvious that a major branding campaign had to be carried out that would re-educate the consumer about the real nature of the brand.”

Chris Gardener of Which? comments
'Over the last year we have undergone an intensive programme of re-engineering in our product, operation, and brand definition. It's extremely exciting to be able to announce this activity to the public with a brand TV advert - particularly since we have put in place a rigorous programme of integrated direct marketing to make sure we benefit from our investment'.

Editor's note

About Which?

Which? exists to tackle the issues that matter to all consumers.

We're fiercely independent and don't take funding from government or companies. There's no advertising in any of our magazines or websites - which more than 700,000 people subscribe to. We also sell around 175,000 books a year.
These publications help people make the right choice when buying products and services, tell consumers their rights and expose company wrongdoing.

Which? magazine has been published since 1957 by the charity Consumers' Association. Following a review in 2004, the whole organization now works under the Which? name for its campaigns and publications, operating from offices in Hertford, London and Edinburgh with about 500 staff.

This is a far cry from 1957, when Michael Young (who also played a major role in setting up the Open University) first published Which? from a converted garage in Bethnal Green.

The first issue covered electric kettles, sunglasses and cake mixes. ITV had started only in 1955, so there wasn't much advertising to kids. GM food wasn't a problem - the structure of DNA had been discovered only 4 years previously. And banking competition was a long way off - the first credit card (Barclaycard), for instance, wasn't launched in the UK until 1966.

Despite the changes - to its name, offices, staff, and consumer markets - Which?'s aim remains the same: a fair consumer world where everyone makes confident choices.

Watson Phillips Norman is the breakaway agency from WWAV Rapp Collins headed by WWAV founder and Chief Executive John Watson, former WWAV Creative Director Maria Phillips and former WWAV Brand Planner Tod Norman. After just three years WPN has won 9 direct marketing awards including two Golds for ActionAId. Its other clients include RNID, Which?, PDSA, NCH, and Picture Financial Group.

For more information on this story contact

Anton Rush
Zebra PR
Tel; 0207 228 5500
anton@zebrapost.com