Which? Picks MSQ's Brave Spark for Major Brand Refresh Campaign

Which?, the UK’s consumer champion, has appointed MSQ’s Brave Spark as its creative agency for the launch of a major brand refresh this spring.

Brave Spark will be responsible for positioning Which? as the leading source of trusted information to help customers stay informed, making their everyday lives easier through impartial, expert, actionable and free advice. 

Which?’s valuable role in everyday life has never been more vital for consumers than right now, and the brand refresh will help to ensure the consumer champion presents itself as a modern and relevant brand.

Work will begin to roll out in the Spring, with Brave Spark working closely with Which?’s media agencies Goodstuff and Brainlabs on a campaign spanning ATL and digital channels.

As a not-for-profit organisation, Which? has been a trusted and recognised source of information in the UK for more than 65 years. The brand’s rigorous research gets to the heart of consumer issues that matter, with 100% independent and completely impartial advice from industry experts.

Anyone can get free news, advice and support from Which? experts on which.co.uk and by signing up to their free newsletters. Which? members can access further expert news, advice and investigations as well as more than 8,000 impartial, in-depth, expert product reviews, to easily find the Best Buys and avoid the Don't Buys.

Neil Caldicott, director of audiences, brand and communications at Which?,said: “Our brand refresh is a really exciting and important step forward for Which? and we’re delighted to be working with Brave Spark on it. Consumers have never been more in need of trusted, independent advice and with a modern, refreshed brand and a sharp consumer proposition Which? has a big, bold message to share. Brave Spark’s creative thinking and approach is exactly what we need to do just that.”

Rebecca Vickery, business director at Brave Spark, said: “As consumers, we are all flooded with advice, most of which can lead to more questions and uncertainty. It’s why our team feel passionate about launching a refreshed Which? proposition to provide UK consumers with trusted answers they need now more than ever before. It’s a brilliant brand, a once in a generation brief and another stellar example of Brave Spark’s ability to deliver unexpected, distinctive and insight driven creative for modern brands who need to accelerate change in their performance”’.

Brave Spark’s appointment by Which? is the latest in a long line of wins for the creative studio. Having become part of MSQ in October 2021, the agency has since picked up work from brands including Zalando, Asics, Cancer Research UK, PensionBee and CMA.