John Lewis Finance for Lida, M&C wins Doddle
M&C Saatchi-owned digital/direct agency LIDA has won John Lewis Financial Services after a four-way pitch. The business moves from Engine Group’s Partners Andrews Aldridge.
John Lewis is one of many British retailers moving deeper into financial services. Others include Tesco, which has just launched an online current account, Sainsbury (now offering travel money) and Marks & Spencer.
Unlike banks, retailers are able to cherry-pick what they see as the most profitable niches. John Lewis already offers home insurance (it declined to quote for the author’s home insurance on the grounds that the particular post code had too many burglars roaming the streets – the cheek of it).
LIDA will be tasked with developing a new proposition for John Lewis Financial Services emphasising its ‘brand values’ in a market dominated by price and promotion activity. It will also handle CRM. JLFS’s above-the-line advertising is with Adam&Eve/DDB which will produce a campaign later this year.