GARY BROOKS
Creative Consultant
Copywriter
Creative Director
Tesco Bank.
General banking
Customer value emails.
I led a complete revamp of the email template. The final design was mobile optimised, modular in structure with shorter copy. I also developed a new approach to subject line testing and pre-headers.
Loans retention specialist press.
The client insisted on running the same generic loan ad in the general press time and time again. Its effectiveness was diminishing.
We suggested testing specialist press to make the Bank's low rate loans more relevant. This fresh approach was driven by a simple insight.
These titles are 'passion points' for readers.
By tailoring our ads, we could appeal to their hearts before connecting with their heads.
Just before the first insertion, the advertising manager at Perfect Wedding called to say how much she adored the ad. And it seems she wasn’t alone.
Premium credit card.
Acquisition launch activity
We both named the card and created the design.
Working with the Planning Team, I also played a key role in developing the launch stategy and communications
(DM, EDM, press, welcome pack).
Press adverts
Clubcard Credit Card.
Retention direct mail
To encourage customers to use their Clubcard Credit Card more often, this intriguing mailing revealed an exclusive Clubcard points offer.
This objective was to keep the Card ‘front of wallet’.
Clubcard loans.
Retention direct mail
Everyone has a wish list. This personalised mailing explained how customers could make it happen.
By showing how easily customers could top-up their existing loan, the risk of losing customers to another loan provider was greatly reduced.