To TV or not to TV
Christmas ad season kicked off this week, with brands including Amazon, Lego, Aldi and Asda launching their campaigns. At the risk of descending into cliché, this is a Christmas like no other so finding the right tone and the most effective media strategy is more important than ever.
One launch that has made headlines is Marks & Spencer’s. In previous years it has lavished millions of pounds on often star-studded brand campaigns to convince us to spend our money in its shops and on its website. The TV spot has been the central part of this and one of the ads consumers and the industry are most interested to find out about.
Not this year, however. Its clothing and home business won’t be appearing on TV, instead running a campaign with a digital focus that aims to target customers with relevant communications. The food business will be on TV with its ‘This is not just food’ messaging but again this is product-focused marketing.