Christmas advertising has previously been dubbed the UK’s "Super Bowl," but campaigns this year are less about the festive ad epic and more about reaching consumers with a message about the joy
of Christmas. In previous years brands seem to have taken their cues from
John Lewis
. While most are
still sticking to the John Lewis formula of brand over product, how they communicate their brand is changing. Gone are the big emotional epics with a focus instead on emotion that fits more with their
brand personality.Read the whole story at Marketing Week »