The celebrity strategy is due for a rethink’s poll that asked: “Do you think retail Christmas campaigns need to feature celebrities?” merits a wider debate.

Surely, the use of celebrity endorsement is not essential to delivering success this Christmas. Although effective in the past, a more earnest approach is key this year. Brands need to extol what is important now – a focus on affordable indulgence and value.

Meanwhile, the influx of online retail channels with reduced overheads passed on to the consumer will see great dividends this Christmas. Brands like ASOS and Amazon have already seen growth and the trend will certainly continue into the New Year.

John Cooper, Strategic director, Elmscott Marketing Communications Agency

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