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Despite the attention on Monty the Penguin, the rest of the marketing mix will be as responsible for John Lewis’ fortunes this Christmas

Sarah Vizard

The annual launch of the John Lewis Christmas campaign has become something of an event in its own right. No other ad causes such anticipation, so many column inches or such a reaction in the UK. But while the ad is important for John Lewis to ensure it’s front of minds as consumers head off to do their festive shopping, its just one cog in a well-oiled marketing machine, all the parts of which need to work together to ensure the retailer has a sparkling Christmas.

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