UK retailers feed off public affection for festive ads

economictimes.indiatimes.com:

Known for talking about the weather 12 months a year, Britons will begin sharing thoughts on the latest festive commercials as soon as they hit screens, usually once the Halloween pumpkins are discarded.
«It's the time of year when media budgets swell, and creative teams pull out all the stops to deliver memorable messaging that resonates,» noted James McDonald, director of data, intelligence & forecasting at marketing strategists WARC.

Companies are to spend a record £10.5 billion ($13.3 billion) on mostly online UK promotion of products during the present Christmas season, according to data from WARC and the Advertising Association, a British trade body.
«Brands know that a well-crafted Christmas campaign can boost salience, anchor loyalty and drive impressive sales results,» McDonald added.

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