Bite-sized media stories  

Partnership Story of the Week

John Lewis partnered with ITV’s ‘I’m a Celebrity’ on Tuesday night, with the show featuring the Starship from the John Lewis Christmas Ad. The Starship appeared in a segment with contestants completing challenges to earn food. The challenge not only featured the Spaceship itself but also included core themes from the Christmas Story and the department store’s Christmas decorations as the prize. The activity was first teased in Central London, where the crash into the ‘I’m a Celebrity’ castle was played out on digital screens prior to airing on the show.  

Experiential Story of the Week

American Express has partnered with Covent Garden to sponsor a winter experience which aims to drive footfall over the festive period. The brand will be taking over a lounge on Floral Street to create ‘American Express winter world’. Visitors can expect various Christmas themed workshops and festive drinks with branding throughout Covent Garden.  

Digital Story of the Week

 Vice Media have created an interactive tour of British Museums to expose disputed artefacts. The ‘unfiltered history tour’ forms part of a partnership with Dentsu Webchutney and features 10 iconic items accessible via an interactive mobile-site. The tour is accompanied by a 10-part podcast series which addresses the issue of returning artefacts back to their country of origin.  

Industry Story of the Week

IPA President Julian Douglas spoke to The Drum this week to round up his thoughts on the year in advertising. He spoke about advancements with gaming and virtual reality and highlighted progress made by the digital sector throughout Lockdown. More ad agencies also took the opportunity to complete IPA effectiveness awards to consolidate industry knowledge.  

Press Story of the Week

Daily Mail proprietor Lord Rothermere announced new Harmsworth Media division of DMGT which will separately house the i and New Scientist. According to Rothermere, the separation of the publications into a new media division was ‘a very exciting step for the wider company and an important part of our strategy to diversify revenues and accelerate growth.’