Why I feel this year’s John Lewis Christmas ad is a missed opportunity.

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

How an ad for Eurostar uses the mechanics of story to brilliant effect.

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.

Why does so little advertising target older people effectively?

Why John Lewis’ attempt to revise and qualify their slogan ‘Never Knowingly Undersold’ was probably a mistake.