With Christmas being the most competitive but most important time for retailers and M&S producing celebrity laden TV commercials, Debenhams decided to invest wholly in print. To reach their target audience of women between 25-54 they injected much of their budget into magazines. Carat elected for display advertising in weekly and monthly glossy and celebrity magazines and supplements. Independent research noted 57% unbranded recognition of the campaign, beating both Next and John Lewis who were additionally on TV and increasing store footfall. Find out more...

Debenhams needed to drive cut-through in a busy, competitive marketplace and outdo its major competitor, M&S.