A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis
Uncensored CMO
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Navigating Challenges and Success in Marketing Campaigns
This chapter discusses the tumultuous journey of a marketing campaign at John Lewis that faced production challenges but ultimately became a success, highlighting the importance of resilience and creativity. It also reflects on unexpected consequences of a marketing initiative involving scent dispersion during a potential terror alert and how misquoted comments led to controversy. The speaker emphasizes the delicate balance of managing a well-known brand like John Lewis and the essential qualities needed for a Chief Marketing Officer to drive impactful change.
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