In his final interview before he retires, TfL’s director of customer and revenue, Chris Macleod, reflects on 15 years with the organisation and the strides it has made forward along the way.
Replens MD, an intimate moisturiser brand, has won £500,000 of advertising space across the Transport for London network, while Brompton Bicycle takes home second place.
Transport for London invested £6m in a programme to resolve the disconnect between bus driver behaviour and customer expectations, creating £13.3m in additional yearly revenue in the process.
The hosiery brand has been given £500,000 worth of ad space on the TfL network for a campaign it hopes will show black people in a more positive and natural light.
The first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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