Debenhams, the department store chain, is in talks with below-the-line agencies ahead of a consolidation of its direct marketing arrangements. The retailer, which is returning to the London Stock Exchange, currently works with a number of agencies on a project basis.
ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.
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The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.