In the ten years prior to 2005 Which? had seen declining subscriber numbers. Over a six-year period, Mike Colling and Co led a three-stage iterative process, from initial direct response subscriber recruitment, to a brand uplift model, to the current fully integrated activity. Their insights drove a better understanding of the audience, a more motivating and engaging proposition, a more effective and responsive media schedule, and a more efficient journey from response to paid subscription. The campaign grew the magazine and online circulation by 52% over the six-year period, increased subscription numbers from 831,000 to more than 1.33m in June 2011, and drove more than £64m in incremental profit