Cristofoli loves a designer outfit, and is the embodiment of Debenhams’ ambition as it moves away from its erstwhile middle-of-the-road image. The "Life made fabulous" campaign he introduced in 2011 is credited internally with improving brand perceptions and fuelling sales.
Cristofoli’s drive has been rewarded: he now plays a more visible role with the City when it comes to explaining brand strategy. For the autumn, Debenhams increased adspend, after Cristofoli admitted it didn’t do enough for spring. The retailer’s Christmas campaign, by JWT, is its most lavish to date – marking the end of its 200th anniversary year and the opening of its revamped Oxford Street store.