This document provides an analysis of John Lewis' integrated marketing communications (IMC) strategy, with a focus on their 2018 Christmas campaign. It begins with background on John Lewis as a brand, their target consumers, and the challenges facing the retail industry. It then analyzes past Christmas campaigns in terms of coherence, complementarity, consistency and continuity. For the 2018 campaign, it describes the ad, associated products and experiences. It evaluates the campaign's effectiveness using the 4 E's framework and analyzes engagement metrics. It concludes the IMC strategy enhances the brand but could better promote sustainability values throughout the year.

1. Integrated Marketing
Communications Analysis
“A good advertisement is one which
sells the product without drawing
attention to itself”
- David Ogilvy, 1963

2. Content Summary
❖ The Brand
❖ The Market & Current Environment
❖ Christmas Campaigns
❖ Christmas 2018 & IMC Analysis
❖ Effectiveness of Campaign
❖ Conclusion

3. The Brand

4. John Lewis & Partners
1864 1929 2018

5. At the heart of John Lewis
Modern &
Contemporary
Quality &
Integrity
Sustainability
Heritage Fairness

6. Who is the John Lewis consumer?
➔ Largely focused on the middle class
consumer
➔ Millennials, Gen X, Baby Boomers
➔ Customers with buying power
➔ Shift in targeted consumer over the
years

7. Product Portfolio
Variety Exclusivity Quality

8. Rebrand: Integrated Strategy
➔ “When you are part of it, you put your heart into it”
➔ Partnership: ‘& Partners’ and #WeArePartners
➔ Taking care of employees
➔ Bohemian Rhapsody tying in to:
- Heritage
-Staff skills
-Differentiation

9. The Market &
Current Environment

10. Fragility of the Retail Industry
Shift from in-store retail experience to online
purchasing
Death of the High Street?
The Fallen Ones
Source: Independent.co.uk, March 2018 (Vollmer & Precourt, 2008; Reynard, 2018)

11. Standing Out From the Crowd
7.9% 7.8% 15.8% 14.4% 29.1% 23.3%
Upper-market
Christmas 2017: “Bring Merry Back”
Christmas 2018: no ads
Mid-upper-end
Christmas 2017: modern-day twist on
Cinderella
Christmas 2018: emotionally-led “Do a
Bit of You-Know-You-Did-Good: Do a Bit of
Debenhams”
Mid-upper-end
Christmas 2017: emotional use of
Paddington
Christmas 2018: shifting from
emotions onto Christmas “Must-Haves”
(Statista, 2018)

12. Leading In The Sector
(Statista, 2018)
28%
26%
16%
8%
13%
9%
22.4%
25%
2012
2017

13. Christmas
Campaigns

14. The Christmas Adverts: Putting the ‘ad’ in advent
201520162017
2018
(Gwynn, 2017; YouGov.co.uk, 2017; YouGov.co.uk, 2018)

15. IMC Analysis - 4 C’s
Coherent
Complementary
Consistent
Continuity
Annual tradition since 2007
Played in a variety of media
Merchandise sold
related to campaign
Released every year before
Christmas - in stages
Build up anticipation by release
date being unknown to public
Continuous high quality - set
standard to maintain
Always accompanied by
merchandise and offline interactive
media
(Pickton and Broderick, 2009)

16. Recall Performance Within 5 Days
Awareness
5 days after release:
1. Man on the Moon: +19
2. Buster the Boxer: +18
3. Moz the Monster: +14

17. Christmas 2018 &
IMC Analysis

18. 2018 Christmas Campaign: The Boy & The Piano
→ Features British music
icon Elton John
→ ‘Some gifts are more
than a gift’
#ELTONJOHNLEWIS

19. 2018 Christmas Campaign: The Boy & The Piano
→ Eight 10-second ads featuring products with
Elton John songs in the background
→ Merchandise released - retro style & inspired
by Elton John
→ In-store experience

20. ‘More Than Just a Gift’
collection inspired by
‘The Boy & The Piano’
→ Quality branded merchandise:
→ High-end nostalgic homeware
2018 Christmas Campaign: The Boy & The Piano

21. IMC Analysis - 4 E’s
Effective
Christmas Ads target powerful
emotional approach
Efficient
TV as Medium to reach target
group
Economical
£7M budget spend on 2018’s
Christmas Ad.
TV Slots very expensive
Enhancing (the brand)
“Festive season begins after John
Lewis Christmas Ad aired”
Christmas Ads become part of
popular culture(Pickton and Broderick, 2009)

22. Building Suspense Through Pre-Releases
→ Plays with concepts of heritage &
tradition tied to John Lewis brand
→ Builds suspense pre television
premier
→ Prepares consumers for what’s to
come and new products available
→ PR is earned and further enhances
the brand
Chris Moyles PrimeTime Radio X Breakfast Host posts “spoof ad” on Twitter.
Source: Standard.co.uk, Nov 9th 2018

23. Nostalgia - Tapping into Fond Memories
Always a Woman - John Lewis (2010)
→ Effective tactic for engaging their target consumer
→ Increased uncertainty about the future
→ Strong part of John Lewis’s IMC mix throughout the years
→ Movement away from this ( e.g. M & S)
John Lewis using
scenery from the 1950s
elicits nostalgia

24. Engaging Through Emotions
Only when the consumer feels emotionally
involved, a brand gains relevance for repeated
purchase (Blythe 2014)
→ Focus on family, love and community
→ Strong emotional link is built
→ Increased memorability
positive recall at purchasing stage
→ Impacts long-term brand loyalty

25. Use of a Celebrity
→ Helps JL tell their story & his while sending the message
→ Part of British heritage
→ Boosts recall with ‘Your Song’
→ Risk that Elton John overshadows
the brand
→ Risk of subjectivity

26. Interacting through Experiential
→ High levels of interactivity
→ Engages senses
→ Brings the advert to life
→ Connects and engages with audience
→ Unique & exclusive
‘behind-the-scenes’

27. Effectiveness of
Campaign

28. Online Engagement
53%
3.4%
2.2%
20.5% of activity expressed ‘Admiration’
#EltonJohnLewis - most used hashtag
@JLandPartners & @EltonOfficial - by far
the most directed tagged accounts

29. Integrating Digital with Traditional
→ The ‘buzz’ across a wide range of
platforms
→ Paid, owned & shared media
→ Responses from JL to comments
→ Increased traffic to their social media

30. Content that Links to the Brand & Speaks to Consumers
Contemporary Fairness
Engages via contemporary mediums
Communicates with a wide audience &
magnifies impact
Allows consumers to communicate
Personal association when sharing content
online
John Lewis responds to reactions
Reaffirms values, e.g: fair practice, openness,
and integrity
Negative comments are responded to
Freeness to express satisfaction or
dissatisfaction
( Boone & Kurtz, 2007; Faulds, 2009; Barker, 2017)

31. Campaign Awareness
(YouGov, 2018)

32. Campaign Awareness Linked to Sales Growth (ROI)
Awareness of Ad
22% 43%
Word of Mouth
16% 25%
Sales leading up to the ad
Sales after the release of the
ad
Awareness versus Action
(YouGov, 2018)

33. Conclusion

34. How well did John Lewis’s IMC mix do?
→ Enhanced brand awareness & brand identity
→ Designed a strategy that appeals to their target audience
→ Showcased the quality of their product portfolio
→ Responded to current climate i.e. failing high street
→ Adapted to consumer demands & attitudes

35. Does their IMC stick to their core values?
IMC mix for Christmas proving to be highly successful, however…
→ Opportunity to promote sustainability values in future IMC strategies
→ Listen to criticisms that challenge integrity of brand
→ Refocus core brand values throughout strategies
→ Keep pushing nostalgic and emotional content during Christmas
campaigns
→ Focus on pushing other brand values and respond to criticism throughout
the year

36. Thank you for listening!

37. References
Barker M (2017) Social Media Marketing: A Strategic Approach 2nd
Ed. Cengage Learning
Bernhardt, J. (2018). The John Lewis Bohemian Rhapsody ad: more fandango than magnifico | Jack Bernhardt. [online] the Guardian. Available at:
https://www.theguardian.com/commentisfree/2018/sep/06/john-lewis-ad-fandango-magnifico-partners-bohemian-rhapsody [Accessed 9 Dec. 2018].
Bollier & Firestone, (2010) Discuss the need to understand individual consumers within the context of big data Bollier, D., & Firestone, C. M.
(2010). The promise and peril of big data. Washington, DC: Aspen Institute, Communications and Society Program.
Boone, L. E., & Kurtz, D. L. (2007). Contemporary marketing (13thed.). Mason, OH: Thomson/South-Western.
Brinsford, J. (2018). How much the John Lewis Christmas advert 2018 cost to produce. [online] mirror. Available at:
https://www.mirror.co.uk/tv/tv-news/how-much-john-lewis-christmas-13592166 [Accessed 9 Dec. 2018].
Brown, H., McGregor, K. and Sutherland, E. (2018). Christmas ad offsets sales dip at John Lewis. [online] Drapers. Available at:
https://www.drapersonline.com/news/latest-news/christmas-ad-offsets-sales-dip-at-john-lewis/7033134.article [Accessed 9 Dec. 2018].
Butler, S. and Sweney, M. (2018). John Lewis Christmas ad 2017: watch the video of Moz the monster. [online] the Guardian. Available at:
https://www.theguardian.com/business/2017/nov/10/john-lewis-christmas-ad-2017-meet-moz-the-monster-under-the-bed [Accessed 9 Dec. 2018].
Butler, S., Wood, Z. and Inman, P. (2018). Six reasons why Britain’s retailers can’t make ends meet. [online] the Guardian. Available at:
https://www.theguardian.com/business/2018/may/26/six-reasons-why-british-retailers-are-struggling [Accessed 9 Dec. 2018].

38. Campaignlive.co.uk. (2018). John Lewis "Moz the Monster" by Adam & Eve/DDB. [online] Available at:
https://www.campaignlive.co.uk/article/john-lewis-moz-monster-adam-eve-ddb/1449795 [Accessed 9 Dec. 2018].
Campaignlive.co.uk. (2018). John Lewis to put marketing in the hands of staff. [online] Available at:
https://www.campaignlive.co.uk/article/john-lewis-put-marketing-hands-staff/1459016 [Accessed 9 Dec. 2018].
Campaignlive.co.uk. (2018). John Lewis changes Oxford Street storefront to just 'John'. [online] Available at:
https://www.campaignlive.co.uk/article/john-lewis-changes-oxford-street-storefront-just-john/1498847 [Accessed 9 Dec. 2018].
Campaignlive.co.uk. (2018). RIP: the Christmas commercial (2011-2018). [online] Available at:
https://www.campaignlive.co.uk/article/rip-christmas-commercial-2011-2018/1498818?utm_medium=EMAIL
&utm_campaign=promotion&utm_source=20181130&utm_content=&spMailingID=20648019&spUserID=NDQ3NDM1MTAxNzAwS0&spJobID=1
382054002&spReportId=MTM4MjA1NDAwMgS2 [Accessed 9 Dec. 2018].
Campaignlive.co.uk. (2018). John lewis 'Always a woman'. [online] Available at:
https://www.campaignlive.co.uk/article/john-lewis-always-woman/1299898 [Accessed 9 Dec. 2018].
Campaignlive.co.uk. (2018). The best Twitter brand campaigns of 2017 and why they worked. [online] Available at:
https://www.campaignlive.co.uk/article/best-twitter-brand-campaigns-2017-why-worked/1454903 [Accessed 9 Dec. 2018].
Campaign Brief Australia. (2018). John Lewis launches Christmas ad campaign 'Moz The Monster' via adam&eveDDB, London. [online]
Available at: http://www.campaignbrief.com/2017/11/john-lewis-launches-2017-chris.html [Accessed 9 Dec. 2018].
Campbell, K. (2018). John Lewis Focuses on Storytelling Over Brand. [online] The BigCommerce Blog. Available at:
https://www.bigcommerce.co.uk/blog/john-lewis-focuses-storytelling-over-brand/ [Accessed 9 Dec. 2018].

39. Darrel D. Muehling, and David E. Sprott. “The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects.” Journal of Advertising,
vol. 33, no. 3, 2004, pp. 25–35. JSTOR, JSTOR, www.jstor.org/stable/4189264
Debnath, N. (2018). John Lewis Christmas advert 2018: When does the John Lewis Christmas advert air?. [online] Express.co.uk. Available at:
https://www.express.co.uk/showbiz/tv-radio/1042042/John-Lewis-Christmas-advert-2018-When-does-the-John-Lewis-Christmas-advert-air-release
[Accessed 9 Dec. 2018].
Debnath, N. (2018). John Lewis Christmas advert 2018 cost: How much did the John Lewis ad cost?. [online] Express.co.uk. Available at:
https://www.express.co.uk/showbiz/tv-radio/1045662/John-Lewis-Christmas-advert-2018-cost-How-much-did-John-Lewis-ad-cost-Elton-John-piano
[Accessed 9 Dec. 2018].
Digital Glue - Marketing, Design & Web Agency. (2018). Time to change the age game: Why do we target audiences by age? - Digital Glue -
Marketing, Design & Web Agency. [online] Available at: https://www.digitalglue.eu/marketing-target-audiences-age/ [Accessed 9 Dec. 2018].
Digital Spy. (2018). John Lewis Christmas advert 2018: All you need to know. [online] Available at:
http://www.digitalspy.com/tv/feature/a865813/john-lewis-christmas-advert-2018-release-date-song/ [Accessed 9 Dec. 2018].
The Drum. (2018). John Lewis and Very Xmas ads top social consumer engagement survey. [online] Available at:
https://www.thedrum.com/news/2018/12/03/john-lewis-and-very-xmas-ads-top-social-consumer-engagement-survey [Accessed 9 Dec. 2018].
The Drum. (2018). John Lewis launches biggest ever Christmas product push scored by Elton John. [online] Available at:
https://www.thedrum.com/news/2018/12/02/john-lewis-launches-biggest-ever-christmas-product-push-scored-elton-john [Accessed 9 Dec. 2018].
Efficioconsulting.com. (2018). How procurement boosts customer experience at John Lewis Group. [online] Available at:
https://www.efficioconsulting.com/en-gb/insights/2018/01/29/procurement-boosts-customer-experience-john-lewis/ [Accessed 9 Dec. 2018].

40. Evening Standard. (2018). This was the man behind the fake John Lewis ad. [online] Available at:
https://www.standard.co.uk/showbiz/celebrity-news/john-lewis-christmas-advert-chris-moyles-trolls-the-nation-with-fake-footage-a3985391.html
[Accessed 9 Dec. 2018].
Faulds, J (2009), Social media: The new hybrid element of the
promotion mix. Article in Business Horizons · July 2009, University of Lousiana
Friedman, L. (2016). Why Nostalgia Marketing Works So Well With Millennials, And How Your Brand Can Benefit. [online] Forbes.com. Available at:
https://www.forbes.com/sites/laurenfriedman/2016/08/02/why-nostalgia-marketing-works-so-well-with-millennials-and-how-your-brand-can-benefit/#65b
a01393636 [Accessed 9 Dec. 2018].
Goffman, E. (1959). The presentation of self in everyday life. New York, NY: Doubleday.
Globaljournals.org. (2018). [online] Available at: https://globaljournals.org/GJMBR_Volume11/8-Celebrity-Endorsement-And-Its-Impact.pdf [Accessed 9
Dec. 2018].
1/i-love-john-lewis-but-why-should-i-shop-there/ [Accessed 9 Dec. 2018].
Hammett, E., Roderick, L., Barnett, M., Woollen, P., Rogers, C., Vizard, S., Fleming, M. and Joy, S. (2018). John Lewis promises 'bold moves' as it vows
to reinvent the high street. [online] Marketing Week. Available at:
https://www.marketingweek.com/2018/03/08/john-lewis-high-street-shopping/?ct_5bbbd73975fc8=5bbbd7397607b [Accessed 9 Dec. 2018].
Hammett, E., Lyons, E., Woollen, P., Rogers, C., Vizard, S., Fleming, M. and Joy, S. (2018). John Lewis ditches traditional Christmas ad for Elton John
biopic. [online] Marketing Week. Available at: https://www.marketingweek.com/2018/11/15/john-lewis-elton-john-christmas-advertising/ [Accessed 9 Dec.
2018].
Hatched. (2018). Great British Brands – John Lewis Never Knowingly Undersold. [online] Available at:
https://hatchedlondon.com/great-british-brands-john-lewis-never-knowingly-undersold/ [Accessed 9 Dec. 2018].
The Guardian. (2018). [online] Available at:
https://www.theguardian.com/business/2018/sep/04/john-lewis-joins-department-store-rout-with-250-job-cuts https://mediatel.co.uk/newsline/2018/09/1

41. The Independent. (2018). Death of the UK high street? Store closures and job cuts paint grim picture for 2018. [online] Available at:
https://www.independent.co.uk/news/business/analysis-and-features/uk-high-street-store-closures-retail-job-losses-2018-next-toys-r-us-new-look-maplin-
a8270506.html [Accessed 9 Dec. 2018].
The Independent. (2018). New Waitrose Christmas advert mocks John Lewis over Sir Elton John film. [online] Available at:
https://www.independent.co.uk/life-style/christmas/john-lewis-sir-elton-john-waitrose-christmas-advert-im-a-celebrity-a8640126.html [Accessed 9 Dec.
2018].
The Independent. (2018). John Lewis pulls in younger customers and more men. [online] Available at:
https://www.independent.co.uk/news/business/news/john-lewis-pulls-in-younger-customers-and-more-men-8914149.html [Accessed 9 Dec. 2018].
Infectious Media. (2018). John Lewis programmatically engages customers with Christmas brand advertising - Infectious Media. [online] Available at:
https://www.infectiousmedia.com/case-studies/john-lewis-programmatically-engages-customers-with-christmas-brand-advertising/ [Accessed 9 Dec.
2018].
Insider Trends. (2018). The Growing Role of IoT in the Delivery Industry - Insider Trends. [online] Available at:
https://www.insider-trends.com/the-growing-role-of-iot-in-the-delivery-industry/ [Accessed 9 Dec. 2018].
Itv.com. (2018). The new John Lewis Christmas ad is here!. [online] Available at:
https://www.itv.com/loosewomen/get-involved/the-new-john-lewis-christmas-ad-is-here [Accessed 9 Dec. 2018].
Jahshan, E. (2018). John Lewis weekly sales dip with Christmas adverts yet to leave mark. [online] Retail Gazette. Available at:
https://www.retailgazette.co.uk/blog/2018/11/john-lewis-weekly-partnership-sales-dip-christmas-adverts/ [Accessed 9 Dec. 2018].
Jahshan, E. (2018). John Lewis weekly sales dip with Christmas adverts yet to leave mark. [online] Retail Gazette. Available at:
https://www.retailgazette.co.uk/blog/2018/11/john-lewis-weekly-partnership-sales-dip-christmas-adverts/ [Accessed 9 Dec. 2018].
Johnlewis.com. (2018). Exclusives | Women | John Lewis & Partners. [online] Available at:
https://www.johnlewis.com/browse/women/exclusives/_/N-7hwv [Accessed 9 Dec. 2018].

42. Johnlewispartnership.co.uk. (2018). [online] Available at:
https://www.johnlewispartnership.co.uk/content/dam/cws/pdfs/our-responsibilities/2018/jlp-cr-report-201718-digital.pdf [Accessed 1 Dec. 2018].
Kantarmedia.com. (2018). Tweeters around the world react to the 2018 John Lewis Christmas Ad. [online] Available at:
https://www.kantarmedia.com/uk/thinking-resources/blog/tweeters-around-the-world-react-to-the-2018-john-lewis-christmas-ad [Accessed 9 Dec. 2018].
Kavanagh, J. (2018). Visit the John Lewis Christmas advert 2018 Experience on Oxford Street. [online] The Scottish Sun. Available at:
https://www.thescottishsun.co.uk/money/3495049/visit-the-john-lewis-christmas-advert-2018-experience-at-their-oxford-street-store-times-and-details/
[Accessed 9 Dec. 2018].
Kerrigan, F & Hart, A 2016, 'Theorising digital personhood: a dramaturgical approach' Journal of Marketing Management, vol. 32, no. 17-18, pp.
1701-1721. DOI: 10.1080/0267257X.2016.1260630.
https://research.birmingham.ac.uk/portal/files/39741050/Kerrigan_Hart_Theorising_digital_personhood_Journal_Marketing_Management.pdf
Accessed on 3rd December 2018
Kollewe, J. (2018). Five reasons why John Lewis profits have dived. [online] the Guardian. Available at:
https://www.theguardian.com/business/2018/sep/13/five-reasons-why-john-lewis-profits-have-dived [Accessed 9 Dec. 2018].
Knowledge, J. (2018). John Lewis Partnership - About us. [online] Johnlewispartnership.co.uk. Available at:
https://www.johnlewispartnership.co.uk/about.html [Accessed 9 Dec. 2018].
Moth, D. (2018). Christmas 2013 ecommerce stats round up: John Lewis, Amazon and m-commerce - Econsultancy. [online] Econsultancy. Available at:
https://econsultancy.com/christmas-2013-ecommerce-stats-round-up-john-lewis-amazon-and-m-commerce/#i.14mdmz21bb8cr0 [Accessed 9 Dec. 2018].
Ogilvy, D (1963), ‘Confessions of an Advertising Man’, Southbank Publishing

43. O’Shaughnessy & O’Shaughnessy, (2002), ‘The Marketing Power of Emotions’
https://www.researchgate.net/profile/Nicholas_Oshaughnessy/publication/235361533_The_Marketing_Power_of_Emotion/links/02e7e53a340d952e43000
000/The-Marketing-Power-of-Emotion.pdf
Rayner, J. (2018). Guess who’s wrecking Christmas? John Lewis and Quality Street. [online] the Guardian. Available at:
https://www.theguardian.com/food/2018/nov/15/whos-wrecking-christmas-quality-street-john-lewis-pick-and-mix [Accessed 9 Dec. 2018].
Ritson, M., Vizard, S., Hammett, E., Woollen, P., Rogers, C., Vizard, S., Fleming, M. and Joy, S. (2018). John Lewis and Waitrose run first joint marketing
campaign as they rebrand. [online] Marketing Week. Available at:
https://www.marketingweek.com/2018/09/04/john-lewis-and-waitrose-launch-first-joint-marketing-campaign/ [Accessed 9 Dec. 2018].
Roderick, L., Vizard, S., Vizard, S., Woollen, P., Rogers, C., Vizard, S., Fleming, M. and Joy, S. (2018). John Lewis returns to ‘heartwarming’ Christmas
advertising with Moz the Monster. [online] Marketing Week. Available at: https://www.marketingweek.com/2017/11/10/john-lewis-christmas-moz-monster/
[Accessed 9 Dec. 2018].
Roderick, L., Hobbs, T., Woollen, P., Rogers, C., Vizard, S., Fleming, M. and Joy, S. (2018). Mixed reviews: Marketers react to the 2017 John Lewis
Christmas ad. [online] Marketing Week. Available at: https://www.marketingweek.com/2017/11/10/marketers-react-2017-john-lewis-christmas-ad
[Accessed 9 Dec. 2018].
Rogers, C., Vizard, S., Tesseras, L. and Woollen, P. (2018). How department stores are fighting back to combat declining sales. [online] Marketing
Week. Available at: https://www.marketingweek.com/2018/09/27/department-store-fighting-back/ [Accessed 9 Dec. 2018].
Staff Writer (2011), Emotional Engagement Ad Analysis: John Lewis 2011 Christmas ad 'The Long Wait' beats 'The Hare and the Bear'
https://www.thedrum.com/news/2013/11/12/john-lewis-bear-and-hare
Statista. (2018). UK: department store retailers market share 2012-2017 | Statistic. [online] Available at:
https://www.statista.com/statistics/784771/department-store-retailers-market-share-united-kingdom-uk/ [Accessed 1 Dec. 2018].

44. Sentance, R. (2018). How can struggling high street retailers step up their online strategies? - Econsultancy. [online] Econsultancy. Available at:
https://econsultancy.com/how-can-struggling-high-street-retailers-step-up-their-online-strategies/ [Accessed 9 Dec. 2018].
Stern, S. (2018). Why John Lewis’ lavish Christmas ad ignores the failing high street | Stefan Stern. [online] the Guardian. Available at:
https://www.theguardian.com/commentisfree/2018/nov/23/john-lewis-christmas-ad-failing-high-street [Accessed 9 Dec. 2018].
Sweney, M. (2018). Man named John Lewis stars in Twitter UK's Christmas ad. [online] the Guardian. Available at:
https://www.theguardian.com/technology/2018/nov/19/john-lewis-twitter-uk-christmas-ad [Accessed 9 Dec. 2018].
Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing, and media in an era of consumer control. New York: McGraw-Hill.
Vizard, S., Ritson, M., Rogers, C., Vizard, S. and Fleming, M. (2018). Unilever, Iceland, John Lewis: 5 things that mattered this week and why. [online]
Marketing Week. Available at: https://www.marketingweek.com/2018/12/07/unilever-iceland-john-lewis-5-things-that-mattered-this-week-and-why/
[Accessed 9 Dec. 2018].
Waller-Davies, B. and May, N. (2018). Data: John Lewis on how we shop, live and look. [online] Retail Week. Available at:
https://www.retail-week.com/department-stores/data-john-lewis-on-how-we-shop-live-and-look/7026690.article [Accessed 9 Dec. 2018].
WHAT IS INTEGRATED MARKETING COMMUNICATIONS? Integrating ‘integrated marketing communications’:3 Models, 4Cs, 4Es, 4Ss, and a Profile.
Available from:
https://www.researchgate.net/publication/313361674_WHAT_IS_INTEGRATED_MARKETING_COMMUNICATIONS_Integrating_'integrated_marketing_
communications'3_Models_4Cs_4Es_4Ss_and_a_Profile[accessed Dec 09 2018].
Wood, Z. (2018). Elton John brings star quality to John Lewis Christmas advert. [online] the Guardian. Available at:
https://www.theguardian.com/business/2018/nov/15/elton-john-brings-star-quality-john-lewis-christmas-advert [Accessed 9 Dec. 2018].

45. Wood, Z. (2018). M&S to air low-key Christmas ad in attempt to drive sales. [online] the Guardian. Available at:
https://www.theguardian.com/business/2018/nov/08/ms-to-air-low-key-christmas-ad-in-attempt-to-drive-sales [Accessed 9 Dec. 2018].
Woven. (2018). Has The John Lewis Christmas Advert Had Its Day? - Woven Agency. [online] Available at:
https://woven.agency/blog/has-the-john-lewis-christmas-advert-had-its-day/ [Accessed 9 Dec. 2018].
Yougov.co.uk. (2018). John Lewis steps into Christmas with powerful Elton John campaign | YouGov. [online] Available at:
https://yougov.co.uk/topics/consumer/articles-reports/2018/11/21/john-lewis-steps-christmas-powerful-elton-john-cam [Accessed 9 Dec. 2018].
Yougov.co.uk. (2018). John Lewis Christmas ads: how do the past five years compare? | YouGov. [online] Available at:
https://yougov.co.uk/topics/consumer/articles-reports/2017/11/24/john-lewis-christmas-ads-how-do-past-five-years-co [Accessed 9 Dec. 2018].
YouTube. (2018). John Lewis | Bohemian Rhapsody. [online] Available at: https://www.youtube.com/watch?v=dZnOQ3CyX7k [Accessed 9 Dec. 2018].
YouTube. (2018). John Lewis Christmas Ad 2017 - #MozTheMonster. [online] Available at: https://www.youtube.com/watch?v=Jw1Y-zhQURU [Accessed
9 Dec. 2018].
YouTube. (2018). The Making of The Boy and The Piano | John Lewis & Partners Christmas Ad 2018 #EltonJohnLewis 🎹. [online] Available at:
https://youtu.be/5cA7RjKcbk8 [Accessed 9 Dec. 2018].
YouTube. (2018). M&S Christmas TV Ad 2017 | Paddington & The Christmas Visitor #LoveTheBear. [online] Available at: https://youtu.be/KfaSxIkLslE
[Accessed 9 Dec. 2018].
YouTube. (2018). M&S | Christmas Advert 2018 | Must-Haves. [online] Available at: https://youtu.be/H_2dh3DeY0k [Accessed 9 Dec. 2018].
IMAGE SOURCE
Evening Standard. (2018). This was the man behind the fake John Lewis ad. [online] Available at:
https://www.standard.co.uk/showbiz/celebrity-news/john-lewis-christmas-advert-chris-moyles-trolls-the-nation-with-fake-footage-a3985391.html
[Accessed 9 Dec. 2018].