Why Black Friday is now a vital part of Christmas for UK retailers
Despite critics previously dismissing it as a brittle American import, Black Friday has gone on to become a vital occasion for many British brands.
John Lewis winning Christmas ad battle as ‘big four’ struggle
Thomas HobbsNew data shows ad campaigns that generate social buzz, as well as a popular TV ad, are performing well with consumers this festive season.
How Black Friday has evolved into online first for brands
Thomas HobbsBlack Friday 2014 was a PR nightmare. The media coverage, despite many brands achieving record one day sales figures, defined by scenes of angry Brits brawling in the pursuit of budget televisions. Yet fast forward 12 months and things feel very different.
Tesco and Asda ditch one big ad for focus on ‘Christmas moments’
Leonie RoderickTesco and Asda are moving away from launching one big Christmas ad in favour of running a number of videos, as they look to celebrate customers’ ‘Christmas moments’.
‘Hit a sweet spot’: John Lewis claims ‘buzz’ is back with return of price pledge
Amrit VirdiThe retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
Channel 4, Sky and ITV launch collaborative TV measurement tool
Grace GollaschThe three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Experiential top priority for B2B brand investment
Charlotte RogersEvents and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
Greenpeace puts pressure on Dove as Unilever admits sustainability work ‘far from over’
Molly InnesThe campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.