The annual influx of tear-jerking and thought-provoking Christmas ads is as synonymous with the festive season as Father Christmas and roast turkey. And retailers try ever more elaborate ways to win the hearts, and wallets, of consumers.
John Lewis was the big winner last year with its Monty the penguin campaign. According to communications agency Waggener Edstrom’s Brand Agility Index, which is based on engagement, originality, differentiation and relevance, the retailer scored an average of 49 points over the five weeks to Christmas – the highest of any retailer – while sales increased 6% to £777m year on year.
Source: Marketing Week
Industry News
