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 www.theannual.co.uk for details

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