JW

On The power of the promotion

James Willoughby

Some place promotional marketing in the slightly grubbier corner of the marketing store-cupboard. But we know it can fully command its place on the top shelf when the challenge is appropriate, the approach is carefully considered and the execution is crafted.

The key is to look beyond just delivering a simple sales driver and ensure that brand equity objectives are addressed too.

Recent analysis from the IPA demonstrates that advertising, coupled with a sales conversion channel such as direct marketing or sales promotion, is the most effective combination in driving hard (sales) and soft (brand awareness) success.

We've seen this countless times over the years, and more recently with our delivery of innovative and engaging ideas for clients such as PepsiCo and Heineken UK. And we passionately believe that when the time is right, a great mechanic or call to action can sit just as comfortably as the answer to a difficult brand challenge as a clever turn of phrase or interesting piece of content.

To chat more with JW, call +44 20 7747 7400

James Willoughby

Some place promotional marketing in the slightly grubbier corner of the marketing store-cupboard. But we know it can fully command its place on the top shelf when the challenge is appropriate, the approach is carefully considered and the execution is crafted.

The key is to look beyond just delivering a simple sales driver and ensure that brand equity objectives are addressed too.

Recent analysis from the IPA demonstrates that advertising, coupled with a sales conversion channel such as direct marketing or sales promotion, is the most effective combination in driving hard (sales) and soft (brand awareness) success.

We've seen this countless times over the years, and more recently with our delivery of innovative and engaging ideas for clients such as PepsiCo and Heineken UK. And we passionately believe that when the time is right, a great mechanic or call to action can sit just as comfortably as the answer to a difficult brand challenge as a clever turn of phrase or interesting piece of content.

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