Smart approaches to occasion marketing
This article is part of a series of articles on smart approaches to occasion marketing. Read more.
Since 2014, Kantar has tested UK Christmas ads to showcase the year’s stars and to highlight the factors that drive success. With five years of learning from 97 ads, the question is, what is the secret of effective Christmas advertising and what, if anything is changing over time?
There aren’t really any secrets, only best practice. The most effective campaigns very much reflect the principles described in Kantar’s recent work, looking at how creatively...