John Lewis kicks off insurance pitch

John Lewis has initiated a review of the direct marketing account for its insurance services, held by Partners Andrews Aldridge for the past seven years.
The business includes direct mail, inserts and online and instore marketing and is estimated to be worth £3m a year in billings.
Partners scooped the account in 2007 after a pitch against MBA and WFCA. However, at the time it was a much wider brief for the standalone Greenbee financial services brand which also included travel, insurance and entertainment. Greenbee was axed in 2010.
The John Lewis’ Partnership currently uses two agencies for its direct and CRM acitivy; Proximity handles John Lewis stores, while AIS London runs the Waitrose account. Neither agency is thought to be affected by the review.
The group has been planning to ramp up its data marketing strategy following the appointment of former Lloyds chief Paul de Laat to customer insight director late last year.
In July it implemented a Trillium Software system to build a comprehensive single customer view. The software is used across the group, including John Lewis and Waitrose brands, as well as online.

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