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.

image002At the same time M&C has won fast-growing clock-and-collect operator Doddle (left), which is planning to open 300 new shops in the UK over the next three years. Doddle is designed to speed the return process for clothing items with some shops featuring changing rooms. The company’s first six shops are at Westfield Stratford and London Waterloo, Cannon Street, Bromley South, Brighton and Chelmsford stations.

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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