Subscriber Exclusive 
How Currys’ marketers made the case for brand building
Currys’ rebrand has reached its two-year anniversary, helping kickstart a marketing transition that has seen its marketers better able to make the case for brand investment.
In August, electronics retailer Currys launched its brand-focused ‘Beyond Techspectations’ campaign.
It was Currys’ first foray into purely brand-led marketing. And it’s a move that has paid off with the campaign performing “incredibly well” according to the company’s head of brand and advertising Aisling Lancaster.
