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Christmas 2018

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Analysis Uncategorized

Were retailers right to put their marketing focus on product this Christmas?

Ellen Hammett

Many retailers moved away from the big brand campaigns in favour of product-focused ads this Christmas but as retailers reveal their festive performance there are signs this may not always have been the right strategy to take.

14 Jan 2019 7:00 am
News Uncategorized

John Lewis boss on why the Christmas ad is still ‘incredibly important’

Ellen Hammett

Both John Lewis and Waitrose increased sales in the run-up to Christmas, however they say it is too early to tell what impact the festive campaigns had on both brands.

10 Jan 2019 11:53 am
Tesco Christmas campaign
News Uncategorized

Tesco credits strong brand engagement as Christmas campaign helps boost sales

Sarah Vizard

Tesco saw UK sales rise 2.2% in the Christmas period, its best festive results in nearly a decade, as its “more connected” marketing campaigns helped boost quality and value perceptions and its NPS.

10 Jan 2019 9:22 am
News Uncategorized

M&S claims ‘unashamedly commercial’ Christmas ads paid off despite sales drop

Ellen Hammett

Despite a decline in sales across food and clothing & home, M&S’s decision to ditch the blockbuster and take a more commercial approach to Christmas helped achieve record sales in advertised lines.

10 Jan 2019 8:24 am
Sainsbury's
News Uncategorized

Sainsbury’s CEO says Black Friday has ‘got carried away with itself’ as sales struggle

Ellen Hammett

Like-for-like sales at Sainsbury’s and Argos were down 1.1% in the third quarter as a decision to offer less promotions around Black Friday, as well as “cautious” consumer spending, hit results.

9 Jan 2019 10:54 am
1 Comment
News Uncategorized

John Lewis, Sainsbury’s, Argos: The top Christmas YouTube ads

Erin Lyons

From a boy dressed as a plug and an Elton John blockbuster, to a mischievous Christmas elf and an ad banned from television for being ‘too political’, we reveal YouTube’s most watched Christmas ads of 2018.

12 Dec 2018 2:31 pm
House of Fraser
1 Comment
Opinion Uncategorized

Charlotte Rogers: House of Fraser’s decision to skimp on a festive ad is a false economy

Charlotte Rogers

While the Mike Ashley-owned department store may think it has saved on a big budget Christmas campaign, such short-term thinking is no way to rescue this 169-year-old retail institution.

5 Dec 2018 2:44 pm
News Uncategorized

John Lewis launches biggest ever Christmas product push

Ellen Hammett

The eight 10-second ads will each feature a different brand with a different Elton John song that relates to the product.

3 Dec 2018 7:20 am
Co-op Christmas ad campaign 2018
News Uncategorized

Co-op looks to avoid Christmas hyperbole with ad focused on community

Sarah Vizard

The Co-op has once again delayed launching its Christmas marketing campaign until December as it focuses on its community work amid signs consumers are tiring of festive hyperbole.

30 Nov 2018 12:00 pm
News Uncategorized

Revealed: Marketing Week readers’ favourite Christmas ad of 2018

Marketing Week Reporters

We asked. You answered. Sainsbury’s festive school play was voted the best Christmas campaign by a retailer this year by Marketing Week readers with more than a fifth of the vote.

27 Nov 2018 4:00 pm
Christmas advertising
1 Comment
Analysis Uncategorized

The best and worst Christmas ads: Marketing Week picks

Marketing Week Reporters

With Christmas ad season well and truly under way, the Marketing Week team picks their Christmas crackers and turkeys among this year’s feast.

26 Nov 2018 7:15 am
1 Comment
Analysis Uncategorized

Retailers struggle to set festive pulses racing with product-focused 2018

Ellen Hammett

This year’s Christmas ads, which have been described as “disappointingly anonymous” and like “unimaginative shop windows”, reflect the challenging retail landscape and sombre mood of the nation.

22 Nov 2018 7:00 am
Opinion Uncategorized

Think Black Friday is big? It’s nothing compared to China’s Singles’ Day

Colin Lewis

Black Friday may seem like a big event in the UK retail calendar but it cannot compete with the sheer scale of Alibaba’s Singles’ Day, which racked up more than £24bn in sales this year and is rapidly becoming a key strategic plank of brands’ plans.

20 Nov 2018 12:51 pm
Heathrow Christmas ad
News Uncategorized

Heathrow tops Christmas ad list amid lacklustre year for festive campaigns

Ellen Hammett

Is this the worst Christmas ad season on record? Data reveals that less than half the number of ads compared with last year have scored three stars or more – with John Lewis just scraping into the top 10.

19 Nov 2018 7:00 am
Waitrose Christmas ad
News Uncategorized

Waitrose and John Lewis join forces for first time on Christmas ad

Sarah Vizard

Tongue-in-cheek spot from Waitrose shows a family fast-forwarding through the new John Lewis ad because they simply can’t wait to eat some festive Waitrose fare.

18 Nov 2018 10:00 pm
McDonald's Christmas ad
1 Comment
News Uncategorized

Santa makes a detour at McDonald’s in fast food chain’s festive ad

Sarah Vizard

McDonald’s is bringing back its ‘Reindeer Ready’ campaign for the second year as it looks to remind customers of its role during the festive period.

18 Nov 2018 9:00 am
7 Comments
News Uncategorized

Who did it best? Vote for your favourite Christmas campaign

Lucy Tesseras

Now all the retailers’ Christmas campaigns have been revealed, it’s time to vote for your favourite. Click on the relevant links below the poll if you need a recap.

16 Nov 2018 11:49 am
John Lewis Christmas ad 2018
1 Comment
Analysis Uncategorized

A marmite ad: Marketers react to the John Lewis Christmas campaign

Sarah Vizard

John Lewis made the decision to “turn left” for this year’s Christmas campaign, according to its customer boss Craig Inglis. But do marketers think that shift in creative has worked, both in terms of engagement and driving sales?

15 Nov 2018 2:31 pm
3 Comments
Analysis Uncategorized

Why John Lewis ‘turned left’ for unusually un-Christmassy festive blockbuster

Ellen Hammett

Elton John has replaced the likes of Moz the Monster and Buster the Boxer this year after John Lewis pushed its long-standing creative agency adam&eveDDB to try something new.

15 Nov 2018 8:00 am
News Uncategorized

John Lewis ditches traditional Christmas ad for Elton John biopic

Ellen Hammett

The 140-second ad, which tells the story of Elton John’s life after he received a piano for Christmas, marks a change in creative direction for the retailer although keeps its festive positioning focused on thoughtful giving.

15 Nov 2018 12:01 am
1 Comment
Opinion Uncategorized

Charlotte Rogers: Iceland’s banned Christmas ad is a festive masterstroke

Charlotte Rogers

A deliberate ploy to gain publicity or a genuine attempt to raise awareness: whatever the motivation, Iceland’s tie-up with Greenpeace this Christmas shows why taking an ethical stance can change the game.

13 Nov 2018 3:16 pm
News Uncategorized

Sainsbury’s goes big for Christmas with all-singing, all-dancing ad

Ellen Hammett

From dancing turkeys and baubles, to fairy lights and a plug, Sainsbury’s is hoping its theatrical festive ad will inspire the nation to ‘give all we’ve got for the ones we love’.

12 Nov 2018 12:01 am
KFC Christmas ad
News Uncategorized

Battle of the birds: Chicken and turkey go beak-to-beak in KFC Christmas ad

Ellen Hammett

KFC is using the festive period to remind people that while turkeys are for Christmas, chickens are for the other 364 days of the year.

12 Nov 2018 12:01 am
waitrose
News Uncategorized

Waitrose shows people doing ‘whatever it takes’ in lighthearted Christmas campaign

Lucy Tesseras

The grocer has opted for humour this Christmas and in-keeping with its ‘Too Good To Wait’ theme will fast-forward the rest of the ads on ITV ahead of its launch.

9 Nov 2018 12:01 am
News Uncategorized

M&S shifts spotlight to value in biggest festive food campaign to date

Ellen Hammett

The campaign is a deviation from the usual food-centric adverts we are used to seeing from Marks & Spencer, with social media playing an increasingly important role as it looks to attract a younger audience and combat falling sales.

8 Nov 2018 4:03 pm
Marks & Spencer 'Must-Haves'
3 Comments
News Uncategorized

M&S ditches blockbuster ads for Holly Willoughby in digital-first Christmas campaign

Ellen Hammett

Marks & Spencer says the world has moved on from the classic blockbuster ad as it looks to target busy families on-the-go with an “unashamedly commercial” campaign.

8 Nov 2018 4:00 pm
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