Leader: The more M&S can be like its Christmas jumper ad, the better

George MacDonald

All the big retailers’ Christmas ads are out now and one big name that more than most will hope its seasonal marketing push results in a sack-full of spend is Marks & Spencer.

This year’s clothing ad from Marks & Spencer is a departure from the past, when it seemed sometimes that it and rival John Lewis & Partners were competing for an Oscar with their cinematic prowess, as well as their share of the purse.

The change evident in M&S’ ‘Go jumpers for Christmas!’ campaign is refreshing.

The ad feels energetic, fun and contemporary. And, as marketing expert and BrandCap co-founder Rita Clifton pointed out, it is “packaged around a range” that customers can walk into shops, or click online, and buy.

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