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How not to plan - Les Binet & Sarah Carter

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CHAPTER

Johnist Advertising - What's Your Favorite?

John Lewis' adverts have had a profound impact on the industry. The long wait was fabulous and it did change everything. My favourite is not a Christmas ad at all - it's always a woman, which maybe has been slightly forgotten. Vignette ads are weak and don't work well because people don't want to see... that thing you usually say about couples jumping off into the water?

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