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Christmas day isn’t quite here yet – but marketers’ campaign for your pre-Christmas attention is wrapped. Here, straight from the horse’s mouth, are the trends that characterized this Christmas campaign.
The weeks leading up to Christmas are among adland’s busiest and most prestigious. From a deluge of TV spots to the obligatory agency Christmas greetings, agency folk truly earn their turkey (or plant-based alternative).
But what are the trends behind the big-ticket stories (like who stole that Waitrose dessert and whether Saatchi & Saatchi’s first John Lewis spot was any good)? We asked leading marketers from The Drum Network what Christmas 2024 has looked like from where they’re sitting.
Scott Dettrick, national executive creative director, M&C Saatchi ANZ:“I feel like Christmas campaigns globally in 2024 have traded tears for laughter, and honestly, I’m here for it. After a year of economic challenges, brands are lightening the mood. Sure, we can have nostalgia but it’s been mixed with fun …
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