Lastminute.com launches marketing firm

Mark Johnson's picture

Online travel firm, Lastminute.com has launched Playbook - a new consultancy aimed at helping firms take their marketing activity back inside their business.  

Playbook guides businesses through the complex process of in-housing their core marketing assets and capabilities – whether that’s media (buying or selling), technology, data or content creation. Playbook helps businesses take control of their marketing and accelerate their growth, with confidence.

Although Playbook is a consultancy, it’s not run by consultants, the company said. It is led by the team that built Travel People - lastminute.com’s in-house media and trading business, which increased its annual media revenues by 40% in just three years. 

It will harness the team’s experience of in-housing marketing and media technology, core areas of media trading, content production and creative automation - boosting innovation and efficiencies across the entire operation.

New independent media company formed

Playbook and Travel People will both be part of a new independent media company within lastminute.com, called Forward (FWD). 

“Having in-housed media for lastminute.com across Europe, we’ve experienced the challenges, solved the problems, spotted the opportunities and honed the process,” said Alessandra Di Lorenzo who has been appointed to head up Forward as CEO.

“We realised that we are perfectly placed to de-risk the process for other businesses, and to help move other brands forward by making their marketing activity more efficient, intelligent and relevant.”

“2019 and beyond looks set to be a tough year for marketers” she continued. “In-housing proven and repeatable marketing activities is a no-brainer for companies wanting to empower their teams to drive powerful and tangible achievements, faster. But – understandably – many don’t know where to start. That’s where Playbook comes in.”

Inhousing

Playbook will work closely with businesses to help them identify opportunities and successfully build the necessary confidence to in-house core marketing capabilities. That could mean deciding what technology providers to work with and how, building an in-house content function, monetising and making better use of data or upskilling internal teams.

The Playbook team is already working with both travel and FMCG clients supporting initiatives that span from in-housing of marketing technology to content production and automation.

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