“Read the nation’s mood before you commit to your Christmas” says Mark Ritson.
Big sales, big crowds, big profits - Christmas is big business, and, traditionally the golden quarter for brands and retailers, placing them on the path to future growth.
But this year is a year unlike any other. Our first Covid Christmas. And the nation’s mood has changed.
Shopping is different. Brands and retailers are creatively pivoting to connect with consumers and the success of big Christmas campaigns depends on powerful insights (not just data) into society, culture and behaviour.
As this year’s raft of campaigns launch, we invited Martin George, Customer Director at Waitrose; and Tammy Einav, joint CEO at adam&eveDDB, to join Suki Thompson and discuss customer sentiment and the role brands play in lifting the mood of the nation.
Topics of discussion include:
• Trends impacting the Christmas shop 2020
• The impact of second lockdown on planning creative campaigns for Christmas across channels
• What have been the challenges of judging consumer and cultural sentiment to strike the right note for growth?
• The power of partnership between agencies and clients in bringing Christmas joy to us all-what’s new and different?
• Views on this year’s clutch of Christmas campaigns/the secret of their success
• What do the campaigns say about what’s in store for 2021?