A view from Martin Vinter on M&S’s festive campaign signals a change in retail marketing has been featured on Campaign.

In this article, Martin discussed that there will be a refocus on product in retailers’ ad campaigns this year. As there are clear signs that marketing has a role to play in helping retailers buffer and buttress their fortunes while they get their houses in order.

Martin highlights that “sophisticated advertisers treat media as a direct lever for growth and, just like any other part of a business, they want optimum effectiveness and efficiency from their media investment. Growth is therefore intrinsically linked to media through advertising – and we all know how much advertising contributes to the bottom line.

To read the article in full on Campaign, please click here.

First featured on 14/01/2019

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