Animal magic: digital data and the deconstruction of the John Lewis Christmas 2014 campaign

Abstract

Successive generations of brand managers have successfully used brand mascots to develop narratives that engage with mass audiences. This paper examines the Christmas 2014 campaign of retailer John Lewis which featured an... [ view full abstract ]

Authors

  1. Robin Croft (University of Bedfordshire)
  2. Nicole Ferdinand (Bournemouth University)
  3. NIgel Williams (Bournemouth University)

Topic Area

Magic in Marketing Track: Click here for the Magic in Marketing track

Session

PT7-MC2 » Marketing Communications (11:00 - Wednesday, 8th July)

Paper

croft-williams-ferdinand-2015.pdf

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