Campaign details

Brand: The Times
Lead agency: Merkle and Twipe

Campaign Overview

News UK's The Times wanted to increase engagement - and lower churn - by using AI-driven machine learning to make content more valuable to readers.


In a digital world, why shouldn't each reader expect hyper-relevant content?

The issue for The Times was how to do this at scale without costs exploding.

A cross-discipline working party code-named Project James set out on two-week sprints.

Technology and data drove innovations in customer marketing, including a content engine built to deliver the right content to the right individuals, personalised using dynamic HTML.

Readers received maximum value for their subscriptions.


James - Your Digital Butler was born.