Sue Ryder appoints Impero as strategic and creative agency


Sue Ryder, the palliative care and bereavement support charity, has appointed independent creative agency Impero on a wide-ranging brand strategy brief including a new creative platform and integrated advertising campaign.

Impero won the account following a four-way competitive pitch, which was run in-house and led by Victoria Kubie, Sue Ryder’s Head of Brand & Marketing.

Sue Ryder brief

Impero will work with the Sue Ryder team firstly to develop a new brand platform, and then integrated brand and fundraising campaigns.

Sue Ryder were looking for an agency who could help drive the strategy, and develop a creative platform to unite its marketing and communications activity – brand, fundraising, healthcare and recruitment – under a single umbrella.

Ultimately, the goal is to raise awareness of Sue Ryder’s services, and drive fundraising income and support for the charity.

Sue Ryder is here to make sure everyone approaching the end of their life or living with grief can access the support they need.

Never has a cause been so important, with 245,000 people in England due to receive palliative care in the next year and with 70% of people who experienced a close bereavement saying they could not access the support they wanted.

Victoria Kubie, Head of Brand & Marketing at Sue Ryder, said: “We were unanimously impressed by every aspect of the Impero team’s pitch.

“They showed unlimited energy and passion, not to mention the high quality of their work. We are incredibly excited about getting started and seeing their vision come to life.”

Emily Winterbourne, Managing Director of Impero, said: “This pitch resonated with the entire team at Impero. We were struck by the importance of Sue Ryder’s work and how this was an opportunity for us to help make a difference to the thousands of people they support.

“We’re looking forward to working closely with the in-house team to continue building on the great momentum Sue Ryder has achieved over the last few years.”

The first work is set to launch in Autumn 2024. Sue Ryder’s most recent above-the-line activity was the ‘Grief Kind’ campaign earlier in 2024 which was developed by GOOD Agency.