A look at the 2015 John Lewis Christmas ad and how the creative strategy behind the ads has developed over the years.

Storytelling is one of the most popular techniques of marketing communication. But what really makes a good story?

A look at John Lewis’ Christmas ad for 2012.

The principle of authority states that people defer to experts, and are more likely to accept a suggestion if it is backed up by authority.

Some of the things you might look for in a copywriter can’t necessarily be quantified or analysed, but still might make a big difference to your bottom line.