John Lewis Christmas ad 2017: watch the video of Moz the monster

Some of the world’s top creative minds have been employed. Millions have been spent. The film has been months in the making and shrouded in secrecy. But this is not the release of a Hollywood blockbuster – it is the launch of the John Lewis Christmas advertising campaign. Over the past decade the department store…

Marketing 4.0 – The Influential Digital Subcultures

Youth for Mind Share Women for Market Share and Netizens for Heart Share When it comes to brand advocacy in the digital world, not all customers are created equal. Some segments rely on their own personal preferences and what they hear from advertising; thus advocacy does not matter to them. Moreover, they do not share their…