Smart marketing

What brands have impressed Amanda Mackenzie, CMO, Aviva?

smartengagement: John Lewis
The partnership model is interesting, as is the retailer’s whole approach to customer service. I was sitting in a café next to two old ladies, and one said to the other: “Darling, I don’t think I’ve got the invite to the funeral yet, where are we going afterwards?” And the answer was: “John Lewis. I rang them and asked if they do after-funeral service teas. They said they don’t normally but they would on this occasion. Good old John Lewis.” For me if you want an advert, then there’s your advert. I thought: Wow! It’s the total sense of “they will deliver for me”, and guess what? They did.

For more smart thinking, smart working and smart engagement, as described by Amanda Mackenzie and a gathering of the world’s leading marketing thinkers, book your place at The Annual now. Visit for details

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here