Large Creative Director, Lars Jorgensen, appeared on BBC News to provide a brand perspective on WH Smith's poor results as well as offering some advice to turn their fortunes around.

"WH Smith has great brand awareness in the UK and their formula of convenience, choice and location is an effective mix. However, where’s the edge? WH Smith is not a destination brand, they have no USP. If you want books you go to Waterstones, for music you choose HMV, for stationery you choose Rymans, for newspapers you choose your local news agent. Can you imagine somebody saying “I only buy my Guardian from WH Smith”?

Lars is a Course Director at The Chartered Institute of Marketing and runs Masterclasses for The London eBusiness Club .