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Brands Steer Away From Emotional John Lewis Epics This Christmas

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 »

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