Marks & Spencer has taken a mobile-first approach to its Christmas ad campaign, upping digital spend to 25% for the first time ahead of what marketing boss Patrick
Bousquet-Chavanne predicts will be the “biggest online Christmas ever”.
‘The art of Christmas’ campaign, created by RKCR/Y&R, is a continuation of the
retailer’s recently launched ‘The art of’ concept. The ad, which is celebrity-free for the second year, shows an 8-year-old girl’s journey as she travels through the different
stages of Christmas.
Read the whole story at Marketing Week »