By Thomas Hobbs

Despite upping its print ads over recent years, Poundland has historically rejected above the line advertising, opting for word of mouth buzz and in-store brochures instead.

Having recently acquired rival 99p Stores, in a move which will take it to over 1,000 stores, Riyat-Ward – who has previously held senior marketing positions at the likes of Morrisons – says the time is right for Poundland to “evolve its approach to brand building”.

The Christmas campaign, which will debut on ITV during primetime advertising breaks of the X Factor and I’m A Celebrity… from 20 November and was created by Leeds agency Us Read full story ›

Source: Marketing Week