Delivery specialist Hermes has appointed Jaywing as its lead agency in two-year contract to manage the brand’s entire marketing account, following a four-way pitch.
Jaywing has been briefed to breathe life into a new positioning for the brand across trade and consumer channels, designed to “re-energise the joy and emotional connection of sending and receiving parcels”.
The proposition, dubbed “The Parcel People”, will deliver and amplify human stories, reinforcing Hermes’ mission as a customer-centric organisation targeting its existing customer base as well as a wider audience.
The win spans Jaywing’s broad scope of specialisms, including data and creative strategy, search marketing, integrated media, social media strategy and consumer PR to activate the brand. The agency will bring an integrated and collaborative team of specialists together under one single point of contact for the brand.
Jaywing will analyse the company’s huge volumes of data in an effort to deliver a better understanding of Hermes’ consumers to inform the creative and engagement strategy, enabling the brand to personalise its services and make key decisions around the entire customer journey.
As part of Hermes’ shift customer-centric shift, the business has made recent and significant investment in its in-house marketing team and digital strategy. Creating a multi-million-pound transformation of its operational processes, CX and IT infrastructure to improve the customer experience, the ambition of the brand is to become “the carrier of choice for every consumer in the UK”.
Claimed to be the second largest carrier in the UK for parcel deliveries after Royal Mail, Hermes handles more than 300 million parcels each year across its network of more than 17,000 couriers on behalf of 80% of the UK’s top 100 retailers, including Next, ASOS, Tesco, John Lewis and Arcadia Group.
Hermes head of marketing Matthew Hanson said: “We have appointed Jaywing because of their vast expertise in data analysis and cutting edge creative, helping us to determine the needs of our consumers and translate insight into meaningful brand experiences. We feel confident that Jaywing will strengthen Hermes’ brand position as a leading global delivery service and help us to achieve our ambition.”
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