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Press release from Press Dispensary

Press Dispensary - March 13, 2006 - Specialist digital and eCRM agency Underwired (http://www.underwired.com) has re-designed The Institute of Cancer Research's website at http://www.icr.ac.uk, which launches in mid March.

Underwired was responsible for completely restructuring the 1,500-page site, providing information architecture, usability and interface design and overseeing the procurement procedure for the content management system (CMS).

The new site showcases the institute?s scientific advances and raises awareness of its research excellence, while encouraging user involvement and donations. The site clearly addresses the needs of a range of audiences including the international research community, potential staff, people affected by cancer, medical practitioners, students and charity supporters.

Jason Holland, who designed the institute?s previous website in 1999, comments: ?It's always a good challenge to revisit a website that?s been so successful for a long time, in light of new audience and communication requirements. We worked with some of the original team from the ?99 site design, along with a web steering group that represented each of the key audience groups. We involved user group testing at various points, which had a strong bearing on the direction of the design. I think the resulting site does a complex job in a simple way, directing users to anywhere on the site in three clicks or less."

Dany Maneely, corporate publications manager at the Institute of Cancer Research, comments: ?As a renowned research organisation, higher education institution and charity, our website has a number of key audiences, all of which have slightly different needs. Working with Underwired has resulted in the creation of a site that meets the needs of these stakeholder groups in a simple, easy to use, stylish format.?

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Notes for editors

Notes for editors
Underwired was set up in 1996 and is headed by Felix Velarde (managing partner), Jason Holland (creative director) and Lazar Dzamic (planning director). The specialist digital agency creates websites, eCRM programmes and online marketing campaigns for clients including Virgin Holidays, Harrods, the Barbican, AXA PPP healthcare, Start-rite Shoes, Penguin Books, Friends Reunited, Royal Marsden Cancer Campaign, National Missing Persons Helpline and AAR. Underwired?s fee income grew by 50% in 2005, helped by the expansion of its eCRM activities, which earned the agency a BIMA Award for Best eCRM/Email Campaign, along with commendations at both the New Media Age Awards and Campaign Digital Awards.

The Institute of Cancer Research
The Institute of Cancer Research is Europe?s leading cancer research centre with expert scientists working on vital research. It was founded in 1909 to carry out research into the causes of cancer and develop strategies for its prevention, diagnosis, treatment and care. The institute works in partnership with The Royal Marsden NHS Foundation Trust, forming the largest comprehensive cancer centre in Europe. This relationship enables close daily contact with those on the frontline in the fight against cancer - the clinicians, carers and, most importantly, the patients.
The institute is a charity that relies on voluntary income. Over 90 pence in every pound donated directly supports cancer research. Please see: http://www.icr.ac.uk

For further information please contact:
Felix Velarde, managing partner
Tel: +44 (0) 207 012 3992
Email: felix@underwired.com
Site: www.underwired.com

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