Unlike their American cousins, who generally wait until Black Friday to launch their Christmas ad campaigns, the Brits start right after Halloween.Why?Because they don’t celebrate Thanksgiving over in the UK. So, there is no reason to wait before launching Christmas ads that trigger intense emotions like happiness and warmth, with an occasional hint of inspiration and nostalgia.This enables savvy marketers in the States to see what resonates on the other side of the pond – and to make a few last-minute adjustments to their own campaigns.Unfortunately, this year’s crop of Christmas ads in “old Blighty” has been described by Neil Cook, TCC Global’s global creative director, as “disappointingly anonymous” as “unimaginative shop windows.”Or, it could be a sign of the challenging retail landscape on High Street in the U.K., which is being battered by wave upon wave of online competition from Amazon.Or, it may simply signal regret by some agency executives that the “vanity TV project” of yesteryear has been replaced at Marks & Spencer by an “unashamedly commercial” digital-first approach.Well, industry observers are entitled to their own opinions, but they are not entitled to their own facts.So, Yanks will need to dig deeper this year to discover critical data… Read full this story
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