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In this episode of the Brandmakers podcast Hannah is joined by Luke Forshaw, head of marketing for Europe at the refurbished tech marketplace Back Market.
For 15 years Luke built the media plans that persuaded consumers to buy the newest device, leading Apple’s EMEA campaigns at OMD and running NBCUniversal’s media at MediaCom. Today his job is the opposite: convincing people they don’t need the latest tech at all.
Back Market shows how a challenger can turn the industry’s own hype against it. Rather than competing with iPhone launches, Black Friday and back-to-school, the brand inserts itself into those moments, and campaigns like “Downgrade Now” and “Let’s End Fast Tech” use wit and sass to poke fun at the spec race while making a serious case for sustainability, trust in refurbished tech and the right to repair.
