Bates Dorland has created a 17m Christmas press and television campaign for Woolworths, which breaks today. The ads feature various people receiving the precise gift that they want – ranging from a Teletubby toy to a cat-shaped biscuit jar. John Stubbings, Bates Dorland chief executive, says: ‘The role of the advertising is to make Woolworths the first port of call for Christmas shoppers and to reinforce the chain’s association with Christmas.’ The strapline for the campaign is ‘spread the magic further’. The advertisements, bought by Zenith, will either top and tail ad breaks, or air for two minutes in each slot.
It’s vital for the modern marketer to examine the impact of storing, enriching and distributing data when and where required, in order to drive business value.
As the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
While the UK ad market is not expected to decline by as much as previously feared in 2020, it now won’t offset this year’s losses until 2022.
With the pandemic still around and the economic outlook gloomy, agencies need to help brands find creative solutions to the problems they face.