Loyalty: the most overlooked creative brief in marketing
Every brand has a point of view on creativity, but most of it stops at the campaign. This roundtable asks: why hasn’t that same creative ambition made it into promotions and loyalty, and what does that cost brands over time?
Set against the backdrop of the discount-driven “death spiral,” Campaign and Talon One explore what a truly brilliant loyalty programme looks like when value is redesigned beyond price.
The conversation will explore how leading brands are redefining loyalty through more creative “currencies” of value – from gamification and status to utility and cultural relevance – and what it takes to make these ideas commercially viable. It will also examine what needs to change internally to close the gap in practice: how promotions are briefed, how teams are structured, and how brands move beyond static points systems toward more dynamic, experience-led loyalty.
Loyalty isn’t boring. Most executions are.
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