Waitrose is refocussing its advertising and marketing effort away from paid to free content. Marketing Director Rupert Thomas reveals that this is a shift from selling to inspiring -- and that the
supermarket believes the advertising world is changing to help people make better choices and be inspired rather than a hard sell. As such, the brand is investing more heavily in its weekly magazine,
including new writers Sue Perkins and Mariella Frostrup, as well as its online tv service which will include interviews hosted by Michael Parkinson.
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