As CD, I took a fresh approach to BA's CRM creative. How? Placed ideas at the heart of each email programme, sharpened tone-of-voice, tightened vocabulary then crafted the backside out of them. No creative stone left unturned. If a reader opens your comms, respect and reward their attention.
A small snapshot from hundreds of idea-first CRM comms – as the day-to-day brand experience, over time you can sculpt readers' perception and set positive anticipation – open rates increase, as does retention. Readers expect to be entertained not just informed. All comms are lifecycle based – personalised, connected, sequenced and delivered in a timely and relevant manner.
Despite scale, every piece of comms felt personal and individual to the recipient. Some of the most effective concepts for key programmes, each of which builds equity for BA's 'A British Original' brand:
Role: CD / writer at Uncommon
