PROFILE
In a nutshell , what defines an effective Christmas marketing campaign ? Chris Hodgen , MD of Absolute : “ Christmas campaigns need to be linked to targets . In a lot of cases , the success will be down to brand awareness , engagement – such as through social sharing and comments – press exposure , and actual sales . Often , the more memorable the campaign , the more successful it is . If a campaign gets people talking and sharing it online then it ’ s more likely to get people buying . With the Manchester City Christmas campaign we worked on , we needed to create something different which would get people talking – and this in turn helped generate sales .” Simon Allman , Creative Director of Absolute : “ Ultimately it ’ s down
14 December 2016