Having recently been crowned the second most improved brand of 2015, Wonga’s marketing and brand director Christopher Bibby says the public is now starting to see the loans firm as “more responsible”.
Having ditched the puppets to unveil a new approach to marketing with its ‘Credit to the real world’ campaign championing hard-working people, Marketing Week spoke to Wonga’s marketing and brand director Christopher Bibby to discuss how the controversial pay day loan provider is planning to silence its critics and win back customers.
Having endured a torrid few years, gaining enemies ranging from MPs to clergymen, Wonga has today (May 19) revealed a new approach to its marketing, with a TV campaign ditching the ‘Wongie’ puppets and instead pushing responsibility among those who take up its controversial pay-day loans.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.