Claire Hollands, MullenLowe’s CEO, joins industry experts to discuss if John Lewis’s three-part campaign means Christmas is getting bigger.
“I love the fact John Lewis is bringing back "Never knowingly undersold". It’s a big moment for the brand so I’m not surprised it has gone for a big 1990s spot to launch the new platform "Live knowingly...". In that context, I think this is less about Christmas getting bigger and more a smart call to kick off Q4 with a renewed sense of purpose in what is the biggest retail quarter of the year. For me, three episodes creating three campaign spikes just adds to the smarts – after all, we’re talking about them in September and the anticipation for episodes two and three is huge.”
