Did Covid-19 steal Christmas?

It may be the highlight of the summer, but brands usually start their festive campaigns and ranges this season. Given the pandemic, which requires more guesswork than ever, we are investigating how the corona virus is changing the way things are done this time

While most of the world usually spends July preparing for their summer vacation, brands, and therefore Adland as well, attention has already turned to the end of the year and the important Christmas advertising, products and experiences associated with it.

Last year advertising spending reached a record £ 6.8 billion. Suffice it to say that 2020 started rather unevenly. Covid-19 and the resulting national locks had an impact on budgets and employee numbers, disrupted the production of existing campaigns and triggered reactive new ones. Brands and agencies did their best to read the space at the national level. Although many countries – including the UK – are now emerging from closures, there is still an overwhelming lack of certainty about how the next few months will develop. Christmas campaigns require predictions at the best time. How do you assess what people want and how they can do it after a pandemic? What if everything changes again by December?