John Lewis and Monty the Penguin: The media strategy behind the UK's favourite Christmas campaign
Joseph CliftWarc
If effectiveness is measured by media hype, the Christmas ad from John Lewis, the department chain retailer, was the UK's biggest marketing success stories of the past few years.
But a presentation at The Connected Consumer Conference, an event organized by Mediatel and held in London in June 2015, gave some statistical heft to the hype. James Parnum, client business director Manning Gottlieb OMD, John Lewis' media agency, gave clear evidence of the success of the TV-led campaign, which focused on emotional...