first direct

First Direct repositions

First Direct has built its brand on a strong customer service reputation and regularly tops lists of the best. So its admission that this is no longer a differentiator for brands in the age of Amazon is something of a shock.

According to marketing boss Zoe Burns-Shore, the problem is that having great customer service is not something potential customers can see the benefits of. And so while it’s a great customer retention tool it doesn’t work nearly as well at acquiring those customers in the first place.

That has led First Direct to a remarkable repositioning. It will no longer talk so much about its customer service in its marketing but instead focus on its role as a modern bank and services such as its £100 switching reward, mobile app and voice-activated ID. The aim is to raise awareness, which Burns-Shore says is stuck on around 5%, but with a lot of other banks taking a similar position First Direct will need something special to stand out.

READ MORE: First Direct repositions as it admits customer service is no longer a differentiator

Channel 4’s Bake Off success

Channel 4 was never going to be able to match BBC One’s viewing figures for Great British Bake Off, but that was never its aim. What it did need to do was get enough people viewing to make the £75m it forked out to buy the rights to the show worth it.

It says it has achieved that. Chief creative officer Jay Hunt said it needed more than 3 million viewers to get enough money from advertising for the show to be a success. In the end it attracted 6.5 million, according to overnight figures, and did particularly well on younger viewers, a key demographic for advertisers.

What will be most interesting, however, is how many more viewers recorded and watched it later so they could fast-forward through the ads. Not…