Most read: Ad blocking a concern ahead of Christmas, says M&S marketing chief
in the run-up to Christmas but the retailer will be keeping a close eye on pesky ad blockers, Marketing's Shona Ghosh reports.
During the unveiling of , Patrick Bousquet-Chavanne, the executive director of marketing and international, warned that all marketers should be worried by ad blocking.
He told Marketing: "It is a concern, I do not think there is any marketeer that would not be concerned by it."
Bousquet-Chavanne pointed to earlier technologies that allowed consumers to skip TV ads en masse. He said: "We were also all concerned when video-on-demand came out.
"Those are the transformations of the ways consumers are viewing and consuming media right now, and we have to watch it very closely to make sure marketing spend remains very efficient."
But, he added, M&S's use of analytics gave him confidence that the retailer wouldn't waste money targeting consumers who aren't interested in its ads.
Read on for .
On social: Has #ManOnTheMoon reached the giddy heights of Monty the Penguin?
Yes and no, , seen exclusively by Marketing magazine. Opening weekend mentions dropped 9%, from 151,000 to 137,000 mentions.
Much of the online conversation, Shona Ghosh writes, was hooked to the music, the ad’s most polarising factor, while the Age UK tie in only accounted for 3% of the conversation.
Charlie Marples, research & insight analyst for We Are Social, noted:
The main driver of sentiment last year was the cuteness of Monty the Penguin, so perhaps John Lewis suffered on social by taking a more ‘human’ approach.
Charlie Marples, research & insight analyst for We Are Social
Without something cuddly to latch on to, the music became the star of the ad with users either loving the new take on the Oasis classic or die-hard fans claiming it shouldn’t have been reworked; a very polarised response, with the positive reactions ultimately winning.
Read on for info about .
Christmas ads: The inevitable John Lewis parodies
Nothing like a spot of news jacking, eh? ±±¾©Èü³µpk10's Omar Oakes has compiled some of the many, many , but here are a couple of extra ones that crossed the Brand Republic inbox.
Lidl hijacked the hashtag with this effort by the supermarket's social agency Cubaka.
We're more gastronomy than astronomy
— Lidl UK (@LidlUK)
While MyVoucherCodes got students from the School of Communication Arts to for a mere £700 on the day of Man on the Moon's release.
Power 100: Hear from the Marketer's Marketer of the Year
As we told you on Friday, Lidl's Arnd Pickhardt was voted Marketer of the Year by his peers in the Marketing Power 100. What we didn't tell you (because we didn't know at the time, forgive us), is that .
Still, quite a way to bow out of the UK, and when Marketing caught up with him at the Power 100 party, they asked Pickhardt to reflect on the highlight of his marketing career.
Latest ads: Mr T pities fools, guarantees nice hotel stay
Sure, this piece of work is from the US, but how could we resist sharing .
±±¾©Èü³µpk10 US's Douglas Quenqua wrote, the ad premiered today, courtesy of mccarrybowen, Chicago and stars Mr T as – wait for it – Mr Guaran-T. It’s his job to enforce the Fairfield 100% guarantee, a promise that if something goes wrong, hotel staff will make it right.
Click on through to .
Compiled by Jonathan Shannon
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