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M&S Focuses On Smaller Moments For Mobile-First Christmas

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 »

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