1. United Events
Manchester United
United Events – Branding & Launch
Manchester United’s Conference and Events business needed to
step out of the shadow of the football club to get noticed. I
worked with the client, planning and creative teams to create a
new brand identity – United Events – along with a proposition –
“where greatness begins”.
This enabled us to highlightthe uniquely inspiring atmosphere
that sets Old Trafford apart from its competition, making the
most of the brand’s relationship with the football club, but
without being over-reliant on it.
A more focused approach to new business was implemented to
help United Events play to their strengths, which yielded
increased sales and repeat business. In addition, new products
were developed, such as the launch of a meeting rooms offering
– utilising corporate boxes as inspirational spaces for business
meetings.
Email:Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

2. Manchester United
Membership
As Account Director I led a successful pitch to win Manchester
United’s Official Membership work. The brief encompassed
developing a creative identity for Membership each season,
running acquisition campaigns to recruit new members,
retention activity for current members and reactivation of lapsed
members.
The account is now in its second season. During the season
ending May 2013, Official Membership surpassed its target in
terms of revenue and number of members, growing by over 10%
year on year.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

3. Manchester United
Experiential
In addition to traditional marketing
communications, I was also tasked with
enhancing the match day experience for
Manchester United’s fans in the Family
Stand and the Sir Alex Ferguson stand.
We created interactive and engaging
environments within the stadium
concourses to make match days even
more memorable for fans of all ages.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

4. Peel Ports
Brand positioning & relaunch
Peel Ports is one of the UK’s largest logistics companies. Following a
period of rapid growth, the group had become a fragmented
collection of individual businesses, so we were appointed to run a
major repositioning and rebrand project. This brought all of Peel
Port’s various businesses under a consistent identity and allowed the
brand to act as more than the sum of its parts.
It also gave the group a proposition to stand behind – “more than
ports” – which celebrated the innovative and diverse nature of the
business and challenged outdated perceptions of what a port actually
offers.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

5. Matalan
Loyalty marketing
As Account Manager for Matalan’s direct, promotional and CRM agency I worked on a major
project to segment their database of 12m customers and deliver more relevant and targeted
direct mail and email communications to each segment.
Where previously 1m top customers were sent a generic and expensive offer mailer each
month, we worked with Matalan to send key customers timely and relevant offers that would
be of interest, greatly improving ROI. Furthermore, data models and customer journeys were
developed to create a welcome program, nursery scheme and lapse prevention program to
extend customer lifetime value, saving the business an estimated £8m.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

6. MBNA
Rewards
MBNA had a long standing rewards
scheme in place, but research showed
that customers were not engaged, and
an opportunity to drive loyalty was being
missed.
Whilst Account Manager, I managed a
project to reposition and reinvigorate
the scheme, generating awareness &
participation in the program. With over
30,000 rewards on offer, the sheer scale
of this scheme was undeniably
impressive – we just needed to make
customers more aware of how spoilt for
choice they would be.
The project saw an immediate positive
impact on sign-ups and redemptions.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

7. Makro
40th Birthday Sales Promotion
Makro, one of Europe’s largest wholesale businesses, wanted to
mark their 40th year of trading with a major sales promotion. We
created the “Drive Away Give Away”, offering customers the
chance to win a commercial vehicle each time they shopped in
store, via a promotional website.
Key suppliers were invited to be part of the promotion too,
offering increased in store presence in return for funding. The
result was a promotion that generated over £3m of incremental
revenue, whilst being 100% supplier funded.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

8. Fayre & Square
Brand positioning
Spirit Pub Company is one of the UK’s largest pub and restaurant
groups. As Account Manager, I was appointed to work on its
Fayre & Square brand. Formerly known as simply “2 for £10”
pubs, the Fayre & Square brand had been hastily created to
enable the chain to break free of an unsustainable price promise
– 2 meals for £10.
However, the brand had no clear personality or values, so a
brand positioning and proposition project was undertaken. The
role encompassed research, planning and insight to arrive at a
proposition “good times together”, which went on to influence a
new set of creative guidelines and our on-going marketing
strategy and communications.
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987

9. William Hill
VIP Scheme
WilliamHill is one of Europe’s largest bookmakers. Although their
customer database runs into the millions, a huge proportion of
their profit lies with a tiny percentage of top customers. Losing
just one or two of these punters to a rival can have a real impact
on sales figures.
Whilst managing the William Hill account, I was charged with
helping to create and brand a VIP program. William Hill Platinum
was created – a premium service proposition offering top
customers dedicated account management, VIP hospitality and a
concierge service. It was given a unique visual identity and
launched discretely via a premium direct mail pack to William
Hill’s 100 most valuable customers.
It remains the only project I’ve worked on where the client has
consistently challenged me to spend more of the marketing
budget!
Email: Peter_etheridge@hotmail.co.ukWeb: http://www.linkedin.com/pub/pete-etheridge/15/579/161 Tel: 91499987