Marketing Movers and Shakers!
March saw Wagamama announce that Emma Woods has been appointed their new customer director. She left her position as group marketing and digital director of Merlin Entertainment to take the job this month, but Clarity remembers her best for her award winning work on the Pizza Express brand. As head of the marketing team that introduced the PayPal bill payment app service to their restaurants, the company was decorated with Marketing Week’s Engage Award for Brand Innovation in 2012.
Woods is credited as being one of the pioneers of this idea in the UK, proving she was thinking way ahead of her time as apps such as Apple Pay, Qkr and Zapper have begun to revolutionise the way we make payments over the last year in particular.
She noted one of the keys to success in marketing as ‘not assuming we know what our customers want’. This is something we can certainly relate to at Clarity. We understand the importance of always taking a fresh stance with any branding or rebranding project, which is emphasised in our very own Clear Thinking™ method.
Exciting times are definitely ahead for Wagamama with such a high profile marketer at the helm!
Also, Marriot’s ‘win the stay’ initiative caught our eye recently, as it won them the Digital Edge 50 award for the sophistication of their digital strategy just last week. They incentivised people to use their mobile app by offering the chance to win some unrivalled rewards, such as 30 years worth of Marriott hotel stays, simply for downloading it.
They stated that ‘Mobile is our fastest-growing customer channel’, and seized the opportunity to maximize growth in that area as well as vastly improve customer access. Optimizing their output on the mobile channel is just one component of the forward thinking attitude that has led their recent expansion, as they’ve just announced they’ll be opening hotels for their new Moxy and Four Points by Sheraton brands across the globe.
Here we have a company that clearly has the credentials to navigate the new geopolitical challenges of 2017.
Authors: Lousley, Robinson, 2017.