The launch of the TV Christmas advertising campaigns has become a fiercely anticipated annual event, especially when it comes to the John Lewis advert; Will they produce another master piece? Will it be an emotional tearjerker? Will the song be the Christmas anthem of the year? Who will rival them in the creative stakes?

How will you attract and convince customers, internal or external, to buy into you if they can blatantly see you have no faith in the service your selling?

The relationship between marketing and the creative team is one that needs complete trust and understanding. How do you ensure the two teams work together to ensure the best results?

There is a tendency for some businesses to bypass any real strategic planning and go straight to what is seen as the ‘good stuff’ – the tactics and quick wins.