M&S marketing directors Anna Braithwaite and Sharry Cramond discuss the transformation project that led to the retailer being named Marketing Week’s Brand of the Year.
After being on air for nearly two weeks, John Lewis’s festive ad is resonating with the public.
Currys has captured Gen Z through TikTok as it aims to shift its brand perceptions and reach a broader demographic.
M&S Food is matching Aldi’s festive success with John Lewis coming into the ad race strong.
Cadbury’s ‘Secret Santa’ ad is performing best for brand difference and meaningfulness, according to new data from Kantar.
System1’s analysis of 2024’s Christmas ads has found creative with strong brand-building potential is also more likely to drive sales. Aldi’s Kevin the Carrot tops the ranking for both short and long-term effects.
Consistency, episodic storytelling and nostalgia have all been key as 2024 celebrates a “strong cohort” of Christmas ads.
Aldi, Sainsbury’s and M&S Food are all strong contenders in the Christmas ad race, with M&S clothing and home coming in as viable competition.
The retailer put its products, flagship store and a family focus at the heart of its Christmas ad, which has seen its best score for potential effectiveness since 2019.
Continuing to invest in its brands has paid off for Premier Foods, which is seeing signs shoppers are willing to pay a “little bit more” for higher quality products.
Describing the retailer as having been “dormant for a few years”, customer director Charlotte Lock says John Lewis is “back” with a Christmas ad celebrating its stores.
Describing the Lloyds Banking Group’s portfolio refresh as the UK’s “largest fintech transformation”, CMO Suresh Balaji still gets “butterflies” when making big brand decisions.
Drawing on Clubcard data, the retailer is using lessons from last year’s festive push to “feed the Christmas spirits” of its customers.
Following financial struggles and a change of leadership, Boohoo is reinventing itself and going back to its roots with a new positioning.
Despite financial struggles at Argos, Sainsbury’s has seen growth in its sales and attributed success to its Nectar Price scheme and enhanced retail media.