All articles by David Brooks
-
AnalysisCampaign of the Week: Sainsbury's provides timely inspiration for shoppers on a budget
Sainsbury’s is aiming to appeal to cash-strapped consumers with a new campaign that provides ideas on how to make the grocery shop go further in the frugal month of January.
-
AnalysisVideo: Bargain Booze's offbeat scotch egg advert won't be to everyone's taste
Bargain Booze’s Christmas campaign is a concoction of offbeat humour and promotional deals, but it might not tickle everyone’s funny bone.
-
OpinionVideo: Jessops' ad fails to capture real benefits of staff expertise
Jessops’ new campaign stars its owner and Dragons’ Den stalwart Peter Jones attempting to show off the camera retailer’s expert customer service.
-
AnalysisVideo: Lovehoney's advertising effectiveness tied down by ad guidelines
Etailer Lovehoney’s new campaign promotes the benefits of shopping for sex toys online, but struggles to sell how its products can spice up couples’ love lives.
-
AnalysisVideo: Harvey Nichols' humorous festive campaign strikes refreshing chord
Harvey Nichols is giving consumers the gift of laughter at Christmas with a hilarious festive campaign encouraging shoppers to forego an expensive, thoughtful present and treat themselves instead.
-
AnalysisCampaign of the week: Sainsbury's ambitious Christmas ad risks being too divisive
Sainsbury’s ambitious festive campaign is a radical step-change for the grocer, but it is questionable whether the ad is what shoppers really want from Christmas advertising.
-
OpinionComment: Supply chain investment key for retail success
Retail has become an increasingly complicated business. Consumers are shopping across channels and expect a range of fulfilment options, increased product value and more relevant goods whatever the weather.
-
AnalysisAnalysis: How the Co-op supply chain overhaul has transformed operations
The Co-operative Group has completed an eight-year update of its supply chain to address efficiency, costs and availability. David Brooks meets supply chain director Mark Hale to find out how the investment is paying off.
-
Analysis
Analysis: Innovation in supply chain online fulfilment
As cut-off times for next-day delivery get later, and same-day delivery becomes more widely adopted, retailers’ supply chains are being tested to the limit, writes David Brooks.
-
AnalysisCampaign of the week: M&S's epic ad to charm shoppers to its stores over Christmas
Marks & Spencer’s new campaign is an epic showstopper that should provide enough Christmas spirit to inspire shoppers to visit the retailer over the festive season.
-
AnalysisCampaign of the week: Lidl adverts miss middle-class consumer target
Lidl is targeting middle-class consumers with its first nationwide TV campaign promoting its Deluxe Christmas range.
-
AnalysisAnalysis: John Lewis Christmas ad campaign - hit or miss?
It’s that time of year many have been waiting for. The anticipation has been building since the first signs of winter really begun emerging last month. It’s the release of the John Lewis Christmas advertising campaign.
-
AnalysisCampaign of the week: Shop Direct's Very advert to stand out for festive party goers
Shop Direct’s new eye-catching campaign for its Very brand uses special effects in the setting of an office Christmas party to promote its partywear range in the run up to the festive season.
-
AnalysisCampaign of the week: DFS hopes festive fulfilment pledge will win customers over
DFS promises in its new campaign that it will deliver sofas on time for Christmas, but it is questionable whether this fulfilment pledge will be enough to sway consumers to make such a big investment in the run-up to the festive holiday.
-
AnalysisCampaign of the week: Morrisons promotion fails to truly reward loyal customers
Morrisons is the first grocer to launch its Christmas advertising, but this campaign raises a question over whether its festive promotional tactics will work.
-
AnalysisAnalysis: How retailers can show showrooming the door
Showrooming is a hot topic for retailers but, as discussed at a Retail Week and Telefónica O2 roundtable, plenty can be done to tackle and even exploit the trend.
-
AnalysisCampaign of the week: Asda's new ad for George fails to communicate fashion advice
Asda’s new campaign for the autumn collection of its George clothing offer puts product at the centre of the 30-second TV ad but ultimately fails to get its message across.
-
Analysis
Campaign of the week: Dunelm's move away from price-led ads highlights its appeal
Dunelm, a rare advertiser, is piloting a move away from price-led TV advertising that, if successful, will become its first nationwide campaign. But will this step change be a hit with shoppers?
-
AnalysisCampaign of the week: Carphone Warehouse endorses 'stinginess' to win over bargain hunters
Carphone Warehouse’s new advertising campaign hilariously endorses being “tight” to promote the retailer’s value proposition and is designed to position the retailer as a place for bargain hunters looking for a good deal on a phone.
-
AnalysisCampaign of the week: Made.com advert aims to make it household name for quality furniture
Made.com is making its passion for quality the focus of its TV advertising debut as the etailer aims to become a household name.