VML and the National Breast Cancer Foundation’s fresh partnership set to be ‘a powerful combination’

Creative organisation VML has announced its partnership with the National Breast Cancer Foundation (NBCF), with the move set to focus on crafting high-quality customer experience and connected marketing strategies.

The new VML-developed strategies are set to supply NBCF’s marketing strategy with “a new audience-centric approach”, born from data meant to provide insights into the not-for-profit’s full marketing journey and enhance it.

Additionally, VML will provide NBCF with “a unified view … [of its] audiences”, with materials such as journey maps and value propositions also being included in the package. The company will also supply NBCF with ongoing support in the form of an implementation plan, and point out “operational enablers”.

Overall, the partnership is expected to bolster NBCF’s fundraising capabilities, allowing the charity to continue investing in breast cancer research to see their ‘Zero Deaths’ goal come to fruition.

“The alignment of VML’s innovative spirit with our vision of Zero Deaths from breast cancer is a powerful combination,” Andrew Bachelard, NBCF’s director of digital technology, said of the fresh partnership.

“Through NBCF’s strategies we aim to fund more world-class research to help reduce the 3,200 lives lost each year as a direct result of a breast cancer diagnosis in Australia”.

The project marks a milestone for VML, serving as one of its “first endeavours” since it was first formed by a merger between creative agencies Wunderman Thompson and VMLY&R.

And according to VML’s AUNZ chief growth officer, Johan Borg, it was a milestone that the company couldn’t afford to let pass by.

“The moment we received the invitation to respond to NBCF’s marketing challenge we knew this was one to pull out all the stops for,” Borg explained.

“It’s not every day you get the chance to make a real difference for the lives of thousands of people and it was wonderful to see our teams come together instantaneously for the purpose of the task at hand.”

Teams from VML’s Sydney, Melbourne and Perth offices will join forces for the job.


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