GOOD Agency

GOOD celebrates its 30th birthday this year, and in line with our mission to be a Force for Good, we have worked with our long-standing client Marie Curie across a number of campaigns, providing exceptional support and advice.

As their creative agency, we were tasked with supporting their two most ambitious bids: becoming Morrisons’ charity partner and securing the TCS London Marathon Charity of the Year 2026 winning bid. Both opportunities represented transformational potential, aiming to unlock millions in funding and deliver vital end-of-life care across the UK.

To secure the landmark win of the Morrisons partnership, unlocking a three-year charity partnership that aims to raise £15m, we developed the “More Moments That Matter” campaign. It needed a community feel and regional relevance, understanding both brands' pride of exceptional service and care, helping families get more out of life, for Marie Curie, helping families face their final days together. Our creative platform was brought to life through real stories of care.

London Marathon's Charity of the Year Partnership is highly contested. Marie Curie won the bid with the ‘Right To The End’ campaign, a bold and distinctive creative platform that showcases Marie Curie’s care and ambition.