MPC London


1 in 2 people will get cancer in their lifetime. While Macmillan already support 1 in 4 people from the point of diagnosis, their ambition is to support everyone. To achieve this, we needed to increase both relevance and salience. Then Covid-19 hit. Cancer became “the forgotten C” with c.50,000 people missing a diagnosis. Macmillan’s services were more vital than ever, but their funding took a catastrophic blow. With raw truth, ‘Tender yet Tough’ aims to close the gap between the caring, tender Macmillan the public know and love, and the tough, tenacious and unflinching reality of their work.

Date created: December 2020 2020-12-01T00:00:00+0000
Date published: 13 October 2021 2021-10-13T04:00:59+0100


  • Macmillan Cancer SupportClient
  • 750mphSound Production
  • Alex BirdAccount Handler
  • Alex GrieveChief Creative Officer
  • Andy CloughCreative Director
  • Angela KwashieAccount Handler
  • Benjamin PolkinghorneCreative
  • Claire RowneyMarketing Director
  • Daniel MeadDesigner
  • Emma GuiseDirector of Brand Marketing
  • Gemma AndrewsBrand Manager
  • Gina RichardsBrand Marketing Executive
  • Gina RichardsBrand Marketing Executive
  • Guy RolfeExecutive Producer
  • Jane LloydProducer
  • Jo JuberHead of Brand Marketing
  • Jonathan AlricDirector
  • Lora NikolaevaFlame Artist
  • Louise UnwinVFX Supervisor
  • Lynda ThomasChief Executive Officer
  • Matthieu ToulletColourist
  • Max RichterMusic
  • Nicholas HulleyExecutive Creative Director
  • Nicolas LarrouquereEditor
  • Paul ÖzgürDirector of Photography
  • Rachel DymondAccount Handler
  • Sam AshwellSound Engineer
  • Samantha MillsSenior Marketing Manager
  • Scott KellyCreative
  • Tom WhiteChief Strategy Officer
  • Verity ElvinAgency Producer
  • * Nadja LossgottExecutive Creative Director
  • * MPCPost Production Company
  • * AMV BBDOAdvertising Agency
  • * ZenithMedia Agency
  • * STITCHEditing Company
  • * IconoclastProduction Company
  • * Nic WillisonStrategy Director
  • * D&AD

Tender And Tough


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