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The marketing mastermind behind John Lewis' famous Christmas adverts has joined North East software giant Sage.

Craig Inglis, who spent just over 12 years at the retailer, has taken up the role of executive vice president, global brand and integrated marketing, and has promised to "eradicate" the business term B2B.

Mr Inglis, who was latterly customer director at John Lewis before his departure in March 2020, worked with agency adam&eveDBB to launch the popular adverts which marked a more emotional marketing tone for the business.

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He will work alongside Sage's chief marketing officer Cath Keers, who introduced new branding for the business earlier this year.

In a LinkedIn post announcing the move, he said: "I'm delighted to say that I'm moving to the tech sector and joining Sage as executive vice president, global brand & integrated marketing.

"It's a business with huge heart that was born in Newcastle upon Tyne, and still has it's HQ there, but quietly become one of Britain's biggest tech businesses and a global player in its market.

"That aside, I've been totally seduced by their mission to knock down barriers so everyone can thrive and to be the champion of small & medium sized businesses, the lifeblood of economies across the world.

"I'm looking forward to playing my part in that and I'm going to be on a mission to eradicate the term B2B! "Businesses are full of human beings, and there can be little that is more human than putting everything on the line to set up your own business. Our job is to make life easier through brilliant software and human expert advice and support, so that everything can flow. It's simple really, it's all about human to human."

Ms Keers said: “Craig's appointment is an exciting one for us. He has a proven track record for delivering compelling and emotive campaigns.