Sainsbury's: It's complicated – how Jamie and Sainsbury's got the best out of each other for 11 and a half years
Principal authors: Sophie Lewis and Katie Dallas, Abbott Mead Vickers BBDOContributing author: Craig Mawdsley, Abbott Mead Vickers BBDO
Considering our national pre-occupation with celebrity in popular culture, it is interesting to note that of the ninety-eight IPA papers which look at campaigns featuring celebrities, only two consider the subject of a celebrity relationship specifically.1
Indeed, when we reflect on the fact that for many of our audiences (and tabloid journalists alike), the...