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.


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...

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