#Holidaysarecoming. And the retail Christmas juggernaut is rumbling across our screens. But this year it’s not just about the TV ads. Whether you’re voting for #magicorsparkle, sharing the love for John Lewis with #bearandhare, typing through the tears after watching #Christmasinaday or pitying Coke’s social media team as the general public turn the tables on #cokegooddeeds, social media is this year’s battleground. Hitting the ground running with Twitter accounts for Bear and Hare and now a competition to replace Lily Allen and sing the theme song on Christmas Day, it seems John Lewis will once again shine the brightest this Christmas. But which star will be the favourite in our office? It has to be Sparkle – M&S’s very own scottydog.