Christmas in July: making marketing plans for an uncertain future
Despite being in the middle of a heatwave right now in the UK, in the world of marketing and particularly FMCG marketing, thoughts have already begun to turn to Christmas. ‘Christmas in July’ is a well- known phenomenon in the industry, with lavish media tasting sessions held by leading retailers and suppliers during the summer months to showcase the best of their Christmas offering in plenty of time to hit long-lead copy deadlines.
But with 2020 turned upside down due to COVID-19, there are many important questions for marketers to consider before developing campaigns that will land with customers in six months’ time.
In a new article for The Drum, Cat Davis, Group Marketing Director for MISSION Group, asks a number of Agency heads about how they are helping Clients to address some of these challenges and develop creative Christmas campaigns that won’t fall flat, no matter what the festive season has in store for us this year: https://www.thedrum.com/opinion/2020/07/01/christmas-july-making-marketing-plans-uncertain-future