Macmillan Cancer Support has today announced the consolidation of their World’s Biggest Coffee Morning business into the VCCP Group, following a competitive pitch handled by creativebrief. VCCPme, the direct and data arm of VCCP, will provide creative and strategic support for the charity’s flagship fundraising event, which has raised over £160m since its inception back in 1990. The work will span all direct activity, including the development of the Coffee Morning Kit, email and digital, as VCCPme seeks to drive both acquisition and retention of Macmillan’s key audiences ahead of the World’s Biggest Coffee Morning 2017. Heather Pearl, Head of National Events at Macmillan said: ‘The National Events Marketing team are delighted to be working with VCCPme to develop and deliver the World’s Biggest Coffee Morning campaign in 2017. This follows a rigorous selection process and we are truly excited to build upon their existing relationship with Macmillan and begin working together on what is set to be a great year!’ Sophie Maunder, CEO of VCCPme added: “In addition to the great brand awareness work VCCP do, we are delighted at VCCPme to have won the opportunity to also work on their most famous and biggest fundraising event of the year, making sure it's an idea match fit for today's modern channels in fundraising." The win further strengthens VCCP’s relationship with Macmillan following the agency’s appointment as their lead brand agency in 2012.