John Lewis and Newsbrands - The untold story

1,922 views
1,889 views

Published on

James Murphy, founding partner, Adam & Eve and Tim Pearson, executive director, Manning Gottlieb OMD, provide a new perspective on the most admired retail story, in which newsbrands play a lead role.

Published in: Retail, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,922
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Tim to present
  • TV builds fame and allows for a deep emotional connection with JL’s customers but newsbrands play an equally important role
  • Tim to present
  • James to present
  • Content – chose to watch
  • Newsbrands are a significant volume driver with a healthy ROI ROI effectiveness increased by 17% in 2013TV/Video activity increases the effectiveness of print Print is 30% more effective when activated with 2 other channels
  • Newsbrands are a significant volume driver with a healthy ROI ROI effectiveness increased by 17% in 2013TV/Video activity increases the effectiveness of print Print is 30% more effective when activated with 2 other channels
  • Newsbrands are a significant volume driver with a healthy ROI ROI effectiveness increased by 17% in 2013TV/Video activity increases the effectiveness of print Print is 30% more effective when activated with 2 other channels
  • Newsbrands are a significant volume driver with a healthy ROI ROI effectiveness increased by 17% in 2013TV/Video activity increases the effectiveness of print Print is 30% more effective when activated with 2 other channels
  • We need to hit a tipping point to make investment worthwhile Measurement and tracking can be difficult or expensive More transparency needed to compete with online publishersHuge opportunity for Richer and more shopable formats
  • We need to hit a tipping point to make investment worthwhile Measurement and tracking can be difficult or expensive More transparency needed to compete with online publishersHuge opportunity for Richer and more shopable formats
  • We need to hit a tipping point to make investment worthwhile Measurement and tracking can be difficult or expensive More transparency needed to compete with online publishersHuge opportunity for Richer and more shopable formats
  • James to present
  • John Lewis and Newsbrands - The untold story

    1. 1. James Murphy founding partner adam&eveDDB Tim Pearson executive director Manning Gottlieb OMD John Lewis and newsbrands: The untold story
    2. 2. The Untold Story James Murphy and Tim Pearson
    3. 3. The story that you probably know already….
    4. 4. You may not know….
    5. 5. You may not know…. This isn’t by chance!£1 £4 ROI100%
    6. 6. We use newsbrands for a broad spectrum of comms emotional build rational action 365 / 24 inspiration surprise delight re-assure trade compete
    7. 7. INSPIRATION • Showcasing the best of the assortment • The most aspirational merchandise • Driving re-appraisal • Driving visits
    8. 8. INSPIRATION
    9. 9. INSPIRATION
    10. 10. INSPIRATION
    11. 11. INSPIRATION
    12. 12. INSPIRATION
    13. 13. SURPRISE • Key seasonal looks • Take the look, make the look • Accessible for the audience • Ideas and accessories
    14. 14. SURPRISE
    15. 15. SURPRISE
    16. 16. SURPRISE
    17. 17. SURPRISE
    18. 18. SURPRISE
    19. 19. SURPRISE
    20. 20. SURPRISE
    21. 21. DELIGHT • Explaining the John Lewis difference • Never Knowingly Undersold • On service • On price • On quality
    22. 22. DELIGHT
    23. 23. DELIGHT
    24. 24. DELIGHT
    25. 25. REASSURE • Proof points for true value • Guarantees • Expertise • Quality
    26. 26. REASSURE
    27. 27. REASSURE
    28. 28. REASSURE
    29. 29. TRADE • Day in and day out • Supported with supplier funding • Electrical Home Technology • Key clearance periods
    30. 30. TRADE
    31. 31. TRADE Offer includes,iMac,MacBookAir,MacBookPro,MacBookPro withRetinaDisplay& Macmini.Offer available21February-19 March2014,or whilestockslast.*Our commitment to valuemeansthat wematchthepricesof highstreet competitors(thisexcludesonline-onlyor mail order businesses).Serviceconditions must be comparable.See our ‘Never Knowingly Undersold’ leaflet in our shopsor online for details. The latest Mac, with a 3-year guarantee included Offer exclusively available at John Lewisuntil 19 March 2014 We alwayscheck and match our competitors’ prices* MacBook Pro 13.3" MD101B/A £999 iMac 21.5" ME087B/A £1,299 MacBook Air 13.3" MD760B/A £949
    32. 32. TRADE
    33. 33. COMPETE • Using print and online to react swiftly to competitor action • The harder edge of an emotional brand
    34. 34. COMPETE
    35. 35. NEWSWORKS CENTRAL ROLE IN THE BRAND’S HANDWRITING
    36. 36. And we are therefore changing the way we behave in comms Display Native Partnership Total digital spend + 60% in 2013 App Spend + 166% in 2013
    37. 37. The effectiveness of this activity is increasing
    38. 38. The effectiveness of this activity is increasing
    39. 39. The effectiveness of this activity is increasing
    40. 40. The effectiveness of this activity is increasing
    41. 41. We want to do more digitally, but….
    42. 42. We want to do more digitally, but….
    43. 43. We want to do more digitally, but….
    44. 44. The things you didn’t know about John Lewis • Newsbrands are our single biggest investment • We use them to engage emotionally and rationally • ROI is increasing, and can be boosted when activated with other channels • Technology is rapidly changing our customers relationship with news • We are innovating and we will be placing increased emphasis on content • There is opportunity for greater levels of digital engagement but the industry needs to make it easier for us to do that.

    ×