John Lewis brings out the big guns for the 20th edition of its Christmas advert, as the retailer looks to “help the nation” rebuild its gifting confidence.

Over three quarters (80%) of marketers say they feel at least moderate pressure to justify their value, with nearly one in three marketers (31%) reporting they feel significant pressure to justify ...

Roisin Conaty and Anna Maxwell Martin star in a three-minute film about a chance reconnection in Tesco’s 2026 festive campaign.

Having attracted more customers for products other than toys, Argos is leaning into its range and distinctive brand assets, while adding a dose of nostalgia.

Embedding a distinctive asset or brand code requires a number of elements, some of which are within a marketer’s influence, but others are not. Time is one that falls into the latter category. Assets ...

Adam Knox will lead the consumer tissue category at Essity, having spent 15 years working at rival Kimberly-Clark.

Sainsbury’s is sticking to its tried and tested BFG brand asset this Christmas, in a plan which sees more spend diverted from TV.

The global coffee chain is famous for its seasonal offerings like its pumpkin spiced latte, but is looking to ensure it’s ...

Unilever will ensure price increases are paired with stronger brands or premium innovation, its CEO insists, as the FMCG ...

The framing of long versus short has created a world where the effects of brand building are expected down the line - but ...

Speaking during the company’s third quarter results today (22 October), CEO Philipp Navratil committed to “take consumers ...

Ads placed around emotionally engaging content and fan favourites deliver significantly stronger results, new research ...