Hermes has appointed Jaywing as its lead integrated marketing agency in a two-year contract to manage the brand’s entire account.
Jaywing will analyze huge volumes of data to deliver a better understanding of Hermes’s consumers. This will inform the creative and engagement strategy, enabling the brand to personalize its services and make key decisions around the entire customer journey.
Hermes’s new brand proposition, coined ‘The Parcel People’, will aim to deliver and amplify human stories as part of the company’s mission to become the most customer-centric parcel carrier.
As part of this aim, the business has invested 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.’
Matthew Hanson, head of marketing at Hermes, 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’s brand position as a leading global delivery service and help us to achieve our ambition.”
Currently 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.