Emma Macdonald | Source | Professor of Marketing at Warwick Business School
Emma Macdonald
Emma Macdonald is Professor of Marketing at WBS. She joined WBS from Cranfield School of Management where she was head of the Marketing & Sustainability faculty and co-Director of the Customer Management Forum. Before joining Cranfield she was a doctoral researcher at London Business School. Prior to joining the academic world, Emma worked in telecomms, including marketing management for professional services at Cable & Wireless Optus, and as a commercial researcher for leading consumer brands.
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Warwick Business School
Professor of Marketing
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John Lewis Christmas ad focuses on kindness theme
The company says it has deviated slightly from the style of its previous festive ads due to Covid-19.
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There's already heightened sensitivity, we're all a bit touchy, because life is a bit tougher. As a business, they need to sell things to keep going. But, you know, a lot of people are saying we can't actually be buying things, we're struggling, we don't have as much money as usual. So that is a tricky balance for them. At the moment, it's really important for brands to stand for something meaningful, rather than just selling lots of stuff.
