Marks & Spencer: How Mrs Claus delivered Christmas

Marks and Spencer, a British retailer, found a new creative approach for its Mrs Claus Christmas ad through qualitative research.

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 Englan, typical households spend an extra £500 in December alone

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