Magazines Give Debenhams Christmas Presence
Christmas is the most important time of the year, and the most competitive for retail. With M&S consistently delivering long, time-length TV advertisements with celebrity endorsement and a seemingly bottomless budget, Debenhams had little or no chance of matching their ratings. Subsequently share of voice and cut-through via TV became impossible and therefore another route was needed.
To drive cut-through in an increasingly busy marketplace Debenhams needed to take ownership of a medium and 'out shout' the biggest competitor, M&S. Debenhams has a wide range of products, particularly at Christmas, so magazines were ideal as they could convey their 20 different creatives and launch their new creative concept. If Debenhams couldn't outspend their competitors, then they needed to outsmart them.
To download the full details click here Debenhams Christmas Case Study.
