CRM agency Lida takes over Carnaby Street store

Keiligh Baker's picture
by Keiligh Baker

CRM agency Lida, part of the M&C Saatchi Group, has taken over a London shop to raise awareness of its rebrand.

At Carnaby Street store, We Built This City, the usual souvenirs, gifts and art prints, were replaced with agency branded items.

As well as products on the main shop floor, the lower floor was open for a weekend with LIDA staff on hand to explain the story behind the shop.

Chief Creative Officer Ben Golik said: “When it came to launching our new positioning, we wanted to treat it like any piece of work where normally we talk to customers. An added benefit of being open to the public is the chance to meet people who’ve never heard of us, or our industry.”

“To truly Make Work People Welcome, we need to reflect the world we are trying to reach. There is no silver bullet for diversity, but getting out of the regular industry channels and opening ourselves up to all comers is certainly a positive step forward.”

Alice Mayor, founder of We Built This City, added: “When we first saw LIDA’s merchandise range it really resonated with us – the typographic design and ‘creativity first’ messaging is something that we know will appeal to our customers on Carnaby Street.”

Proceeds from the sale of the merchandise will go to Create Arts, the UK’s leading charity empowering lives through creative arts.

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