As John Lewis & Partners call time on their long-standing slogan, our Strategy Director Jo Delaney discusses the effects on brand perceptions and profit margins with Campaign Magazine: “John Lewis isn’t a brand built on price but on trust. “Cheapest” (aka their strapline, minus a copywriter) isn’t, and should never be, the John Lewis heartland – especially not as we increasingly summon Amazon whenever we need a new kettle. So, John Lewis is right to drop “Never knowingly undersold”. Losing the line will not erode their sacred brand perceptions, but will stop the retailer dangerously eroding their margins. Under Sharon White’s […]
As Boohoo faces a modern slavery investigation following reports of the appalling treatment of factory workers in Leicester, our Founder & ECD Nick Stickland speaks to Campaign Magazine about the effect it could have on brand reputation. “When you look at popular culture, there are countless characters with bad boy/girl reputations who experience no adverse effects on their product or credibility. In fact, a myriad of individuals have indeed thrived under that exact persona. But when it comes to brands, few manage to do so well. A squeaky clean image really is the only option, especially in such a precarious vertical […]
As the fashion industry laments “the first Monday in May” without The Met Gala, our CO-Founder and ECD Nick Stickland speaks to Campaign Magazines about the virtual event Vogue hosted its place. “One thing that Vogue has done so well with The Met Gala is remind us of the importance of non-traditional thinking. Whether it’s Harry Styles interpreting the Camp theme alongside Alessandro Michele in Gucci, or Rhianna’s meme-spawning custard-coloured 2015 Guo Pei masterpiece. Under the helm of Anna Wintour, the event has cemented both itself and the magazine in cultural conversation for the last two decades. Is a short […]
Virtual Influencers. Helping brands reach new creative heights, or just another way of perpetuating unrealistic stereotypes? Our Co-Founder and ECD Nick Stickland discusses the pros and cons of marketing’s new go-to, as part of The Times and Raconteur’s: The Future CMO report. “If there’s a semblance of playfulness, energy and fun baked into the brand principles, and everyone is aware this is fiction, then interesting things can happen.” Read the full article here.
We’ve continued to champion F&F’s supermarket location and tongue-in-cheek sense of humour for the launch of the brand’s SS20 campaign. Running across TV and VOD, the series kicks off with spot for F&F’s kidswear collection, featuring some particularly stylish little ones who are grateful for mum’s trip to the shops. Further films for the brand’s womenswear and swimwear edits will launch over the coming weeks.