John Lewis and Newsbrands - The untold story

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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.

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.

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  • 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

Transcript

  • 1. James Murphy founding partner adam&eveDDB Tim Pearson executive director Manning Gottlieb OMD John Lewis and newsbrands: The untold story
  • 2. The Untold Story James Murphy and Tim Pearson
  • 3. The story that you probably know already….
  • 4. You may not know….
  • 5. You may not know…. This isn’t by chance!£1 £4 ROI100%
  • 6. We use newsbrands for a broad spectrum of comms emotional build rational action 365 / 24 inspiration surprise delight re-assure trade compete
  • 7. INSPIRATION • Showcasing the best of the assortment • The most aspirational merchandise • Driving re-appraisal • Driving visits
  • 8. INSPIRATION
  • 9. INSPIRATION
  • 10. INSPIRATION
  • 11. INSPIRATION
  • 12. INSPIRATION
  • 13. SURPRISE • Key seasonal looks • Take the look, make the look • Accessible for the audience • Ideas and accessories
  • 14. SURPRISE
  • 15. SURPRISE
  • 16. SURPRISE
  • 17. SURPRISE
  • 18. SURPRISE
  • 19. SURPRISE
  • 20. SURPRISE
  • 21. DELIGHT • Explaining the John Lewis difference • Never Knowingly Undersold • On service • On price • On quality
  • 22. DELIGHT
  • 23. DELIGHT
  • 24. DELIGHT
  • 25. REASSURE • Proof points for true value • Guarantees • Expertise • Quality
  • 26. REASSURE
  • 27. REASSURE
  • 28. REASSURE
  • 29. TRADE • Day in and day out • Supported with supplier funding • Electrical Home Technology • Key clearance periods
  • 30. TRADE
  • 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. TRADE
  • 33. COMPETE • Using print and online to react swiftly to competitor action • The harder edge of an emotional brand
  • 34. COMPETE
  • 35. NEWSWORKS CENTRAL ROLE IN THE BRAND’S HANDWRITING
  • 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. The effectiveness of this activity is increasing
  • 38. The effectiveness of this activity is increasing
  • 39. The effectiveness of this activity is increasing
  • 40. The effectiveness of this activity is increasing
  • 41. We want to do more digitally, but….
  • 42. We want to do more digitally, but….
  • 43. We want to do more digitally, but….
  • 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.