Alzheimer’s Society has extended its partnership with Medialab for an additional three years, building on a relationship that spans more than a decade.
The contract renewal follows a highly successful long-term collaboration focused on driving marketing effectiveness and delivering significant outcomes for the brand. Since its appointment of Medialab in 2014, Alzheimer’s Society has significantly expanded the agency’s remit, including supporting on major brand launches, driving awareness of dementia and its impact and raising vital funds to support those affected.
Medialab’s data-driven approach has consistently delivered incremental brand health and fundraising performance for the charity. By combining strategic media planning with robust measurement frameworks, the agency has helped position Alzheimer’s Society as a category leader, enabling sustained investment in long-term support services and research.
The media delivery for Alzheimer’s Society stands out for its collaborative, purpose-driven partnerships designed to push and keep dementia at the top of the national agenda. The breadth of partnerships developed and delivered by Medialab, alongside New Commercial Arts and Alzheimer’s Society, include Channel 4’s landmark documentary, ‘Jon Snow: A Last Big Story’, sector-defining editorial partnerships with the Daily Mail, including the front-page editorial ‘Defeating Dementia’, bespoke Coronation Street partnerships with ITV, and integrated sport content development with Sky. From scaling awareness through high-profile FA partnerships to executing the multi-award-winning Blackpool regional OOH takeover, this collective work has seamlessly woven dementia into daily life, making the cause completely unmissable.
Demonstrating the exceptional impact of this partnership, both Medialab and Alzheimer’s Society, alongside creative agency New Commercial Arts, have recently been shortlisted for the prestigious IPA Effectiveness Awards for their ongoing work. A testament to how their data-driven strategy has successfully translated into both profound societal change and outstanding commercial value for the charity.
Alex Hyde-Smith, Chief Marketing Officer at Alzheimer’s Society, added: “When we look for an agency, we aren’t just looking for a partner to execute campaigns. We need a team that truly understands our mission and the critical importance of every pound we invest. Over the course of our relationship, Medialab has proven that they are deeply committed to our cause, helping us drive the brand awareness and fundraising income needed to offer help and hope to everyone affected by dementia. Renewing our partnership for another three years was the most natural decision, and we’re excited to keep building on this shared momentum. The recent shortlist for an IPA Effectiveness Award is testament to the strength, delivery and accountability of our partnership.”
Marcus Orme, Co-founder and CEO at Medialab, commented: “We’ve been working alongside Alzheimer’s Society for over a decade now, and that kind of longevity is rare in our industry. It’s a relationship built on a shared commitment to delivering outcomes that actually matter. True marketing effectiveness isn’t something you achieve overnight, it comes from years of learning together, adapting to changing behaviours, and constantly refining our approach. I’m incredibly proud of what our teams have achieved so far and looking forward to the years to come.”
