John Lewis Insurance kicks off DM contest

John Lewis has put the direct marketing account for its insurance brand up for review.

John Lewis Insurance: pitch
John Lewis Insurance: pitch

Partners Andrews Aldridge is the incumbent on the business, which includes in-store collateral, direct mail, press inserts and some online communications.

PAA won the £3 million account in 2007 after a competitive pitch against WFCA and MBA.

At the time, the business was for the direct sales brand Greenbee, which sold products including financial services, travel, insurance and entertainment. The company dropped the Greenbee name in 2010 and refocused on insurance.

In August 2013, Adam & Eve/DDB created John Lewis Insurance’s first TV ad, called "things matter".

John Lewis’ CRM agency, Proximity, is not affected.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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