John Lewis and Marks & Spencer's have retained their positions as the top two retailers in the Christmas ad battle with their integrated campaigns that put social"'at the heart." According
to the Waggener Edstrom's Brand Agility index, which measured a range of metrics including engagement, originality, differentiation and relevance over the past 30 days, John Lewis' Monty campaign
managed a score of 44 in the third week since the campaign launched, ahead of M&S's fairies-themed ad on 42 and Sainsbury's on 38.
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