News
•
04 August 2017
LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.
Article
•
Charlie Dawson, Market Leader, Quarter 3, 2017, pp. 26-29
This article examines why it is difficult for brands to become customer led and how they can start to make the transition.
Article
•
Elen Lewis, Market Leader, Quarter 3, 2017, pp. 46-53
This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Article
•
John Kearon, Market Leader, Quarter 2, 2017, pp. 36-39
In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.
Article
•
Fiona McAnena, Market Leader, Quarter 2, 2017, pp. 50-52
This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.
Article
•
Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, February 2017
The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.
Article
•
WARC Trends, Toolkit 2017
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.
Case Study
•
Direct Marketing Association - UK, Bronze, Best loyalty or CRM programme
This case study describes a loyalty app created by fashion retailer Gap in Europe, which moved customers away from blanket discounts by offering highly personalised communications.
Case Study
•
Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016
This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Case Study
•
Will Hodge and Matthew Waksman, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2016
This case study shows how Costa, a coffee shop brand, successfully grew its brand affinity and sales in the UK with an integrated campaign.
Article
•
Tom Phillips, Admap, July/August 2016, pp. 44-45
This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.
Case Study
•
Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2016
This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.
Case Study
•
Marketing Society UK, Excellence Awards, Winner, 2016
This case study looks at a campaign from O2, the UK telco, that won and retained customers by changing the structure of 2 year contracts, allowing customers to 'refresh' to the newest handset at any point.
Article
•
Jo Bowman, Event Reports, INTERACT 2016
This event report argues that online marketers need to shift their focus to measurements linked to business outcomes, and gives three examples of brands making the move: fashion brands Mr Porter and Tommy Hilfiger, and the airline KLM.
Article
•
Jo Bowman, Event Reports, I-COM Global Summit, April 2016
This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.
Article
•
Martin Hayward, WARC Best Practice, April 2016
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
Article
•
Emma Pilling, Admap, Admap Prize, Shortlisted, 2016
This article argues that personalisation is a two-way communication and that marketers should use technology to give consumers a more active role in the content and experiences they interact with.
Article
•
Lena Roland, Event Reports, Personal Information Economy, December 2015
This event report looks at why so many consumers are resistant to digital marketing methods and how brands and companies are developing new ways of using data.
Case Study
•
Direct Marketing Association - UK, Gold 2015
This case study shows how Virgin Trains changed perceptions of train travel in the UK by channelling 'awesome' through the entire customer journey.
Article
•
Brian Carruthers, Event Reports, ad:tech London, October 2015
This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.
Case Study
•
European Association of Communications Agencies, Silver, Euro Effies, 2015
This case shows how Kenco, the coffee brand, re-established its 'green' credentials in the UK and Ireland by demonstrating to the consumer that its investment in coffee growers produces positive results.
News
•
16 October 2015
LONDON: Marks & Spencer, the retailer, is to launch a new members' club that moves the traditional loyalty scheme onto a new level, rewarding people not just for shopping but also for writing reviews and recycling clothing.
Research Paper
•
Nicole Huyghe and Bart Vandenreijt, ESOMAR, Congress, Dublin, September 2015
This paper demonstrates how Carrefour, the supermarket chain, combined market research principles with big data to improve ROI from its loyalty programme in Belgium.
Article
•
Euromonitor Profiles, September 2015
This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.
