Author Archives: Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

Marks & Spencer’s data-driven approach to Christmas goes for sales over sentiment

It’s a far cry from last year’s loveable Paddington ad, which had 6.9 million views on M&S’s YouTube channel alone. But popularity didn’t translate into sales, so for 2018 M&S has binned the blockbuster and created two unashamedly data-driven Christmas ...

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Wieden + Kennedy’s bottomless stocking belches out a Christmas cracker for TK Maxx

It’s everyone’s dream, the bottomless Christmas stocking. You never get to the tangerine at the end because the presents don’t ever stop coming. TK Maxx is making that dream come true – for a year at least – by ...

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Ketchup with Christmas dinner? Tesco embraces diversity, up to a point

Last year Tesco did its best to be inclusive with its Christmas campaign and was threatened with boycotts because it featured a Muslim family. The Twitter idiots did not break the retailer’s resolve, however, and this year BBH has again ...

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