By Russell Parsons

Speaking on an Advertising Week Europe 2015 panel hosted by The Marketing Society earlier today (26 March) he added: “Too many brands are doing content because it’s the zeitgeist – it’s just marketing. Don’t get caught up in stuff and overplay it. You have to engage customers in the right way.”

Inglis said content had played a role in lifting perception of John Lewis over the last 5 years, taking it on a journey from a brand that people trusted towards a brand that people had an emotional relationship with.

“Big ideas” such as the On Blackheath music festival, something “true to Read full story ›

Source: Marketing Week