to gaining maximum media exposure and social sharing , which in turn , can lead to an increase in product sales – but none of this is possible without originality or a great concept . Christmas can be an overkill of the same ideas churned out year on year , so you have to look at things from a different perspective or even embrace history , humour or culture , which is apparent with the Manchester
City campaign and because of this , it achieved all of its objectives .”
Do the rules change at Christmas compared to any other time of the year ? CH : “ Christmas is a difficult market , as every brand is fighting for shoppers ’ budgets . There ’ s a bottle neck of ideas to buy into but the memorable campaigns will always
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