The gift that keeps on giving: The story of the strategic thinking behind the John Lewis Christmas campaign

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Introduction:

You know the John Lewis Christmas campaign, but you might be interested to know the story of the strategic thinking behind it.

(If not, then maybe look away now. You have around 6 minutes of your life back, so use them wisely.)

It's a story about changing how and when John Lewis advertises.

It's a story of a proposition that keeps on giving for creatives.

It's a story of mistakes and learning from them.

It's a story of defining a brand's campaign 'handwriting'.

It's a story of the power of sticking with what's working.

It's a story of keeping...

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