Synopsis
M&S and their new CEO, Steve Rowe, had a lot to prove and Christmas 2016 was the perfect stage:
- Ads are watched and shared at this time of year more than any other
- Footfall and spending are at their peak – according to a Bank of England report, typical households spend an extra £500 in December alone
- John Lewis estimates that since 2012 its sales have increased more than 35% thanks to the success of its Christmas advertising
- The UK was predicted to 'Lead the Continent' for Christmas spending in 2016
This means there was...