Giles Etherington’s Post

The nostalgic sound of “Holidays Are Coming” and those iconic red trucks are a surefire sign that Christmas has arrived in my house—it’s pure magic. For others, it’s the long-anticipated release of the John Lewis Christmas ad! What was your first thought when you saw it? I bet it wasn’t quite the same as mine… Every time I watch a Christmas ad, I can’t help but think about the unseen legal intricacies that went into making it. Whether you’re swept up in the festive emotion or just rolling your eyes at the holiday hype, one thing is certain: behind every heartwarming creative or fun seasonal campaign, there’s a whole lot of legal work happening behind the scenes. From securing permissions for those iconic locations to making sure the music and imagery comply with copyright laws, the legal groundwork is essential—and no small task. A big shoutout to all the legal teams whose hard work often goes unnoticed! 👏🏽 PS. Our legal team here at Mars Wrigley has worked hard to ensure everyone can enjoy their favourite Christmas treats, so next time you open a box of Celebrations, consider adding us to your nice list… 😉

BAH HUMBUG! What is it with Christmas starting earlier every year? After a bit of chat in the office about our Christmas party, (stay tuned for that post..!) someone mentioned that they saw advent calendars in Tesco back in August. F***ing AUGUST! WTF! You’ve got to give it to them because it clearly works and it’s not just advent calendars. It’s stupid gifts, food (Brussels sprout ketchup?!), 50p wrapping paper and comedy decorations. There is clearly demand for all these products and they’re just bringing the supply. Being honest, I’m a last-minute shopper, Christmas doesn’t cross my mind until at least December. But give it to all the big boys and girls, they know their consumers. The starting point of any good marketing strategy is, do you know your customers and what they want??? The good thing for you is we really f***ing do, we put extensive research into every one of our strategic marketing plans ensuring that we know your customers inside out, their pain and how your solutions are their pain relievers. From there, we create the comms plan that will grow your business and kick out your competition. Interested? Message me to find out more about how we can create your strategic marketing plan.

When did Christmas become a branded holiday? 🎅 In 1840, marketers saw the opportunity to sell goods related to the holiday. Santa Claus began appearing in advertisements, and the first in-store Santa appeared at Macy’s in 1862. This was only the beginning; more mass advertising campaigns depicting the joy of the holiday season led to the first Macy's Thanksgiving Day Parade in 1924.  Coca-Cola played a huge role in branding Christmas when it began Santa Claus advertisements in 1930. They created the look of the modern-day Santa, and Coca-Cola thus created an emotional connection with consumers that reminded people of the good days ahead. This inspired traditions like leaving a Coca-Cola out for Santa, which spurred many more holiday traditions. Last year, Christmas sales were $253.71 billion and are expected to go up 3% this year.  As businesses begin to roll out their holiday products earlier each year, we start to see the pervasiveness of mass media and consumption.  What holiday cheer have you been seeing pop up lately? Learn more about branding, strategy, and history on our website at branding.sva.edu 📸 Dyna Rivera (current student!!) ----- #christmas #holidaybranding #bryantpark #svanyc #mastersinbranding #svamastersinbranding #svamib #schoolofvisualarts #sva #svabranding #branding #gradschool #mpsbranding

Trend to Tradition - The Christmas Advert Revolution ✨ With trends, we rarely remember who started them - just who did it best. But sometimes, a brand doesn't just start a trend; it makes a legacy. This is exactly what John Lewis did in 2007, setting a new standard for Christmas adverts. Join us as we dive into how users form deep connections with brands through festive video advertisements, how this effects their purchasing habits and why it encourages them to develop brand loyalty: https://lnkd.in/eYG74wNT With all this in mind, who do you think will be the Christmas ad winner this year? A staple like John Lewis or Aldi, or a surprise entrant? Let us know in the comments ➡️ #TeamFishtank #JohnLewis #ChristmasAds

Hi everyone! As the holiday season picks up steam, I wanted to share some insights on how to navigate and celebrate the unique marketing opportunities from Halloween through Christmas. 🎃🦃🎄 In my latest blog, I offer tips on maximizing seasonal engagement while embracing each holiday’s spirit. Let’s squeeze every last drop out of these festive months for all of the business growth and “holiday joy” they’ve got to offer—just enough to keep us merry and sane! #HolidayMarketing #SmallBusinessGrowth #FestiveSeason #MarketingIntellect

🎄🥟 Guess who's saucing up Christmas? It’s the collab we didn't know we needed: Nigella Lawson X Greggs. With her signature charm, Nigella entices with a ‘rapturous riot of flavour', unveiling Greggs’ signature festive bakes, the ‘succulent filling, creamy sauce... in the flakiest of flaky pastries,’ and the rest of the Christmas range, to be enjoyed 'in one, or both hands'. One viewer notes, ‘Nigella Lawson will stick in my mind, such a glam lady and a surprise to see her with Greggs’... We bet she will! 😉 The Queen of Christmas Camp keeps us glued to the screen, a true feat in the fast-paced world of Instagram, where the ad has been 'liked' over 27k times! We tested the ad on LINK+: 😯 Positively Surprised: Top 3%  ⭐ Brand Difference: Top 3%  ⌚ Would watch the complete ad: Top 18%  ❌ Stopping Power: Top 6% (the likelihood that people will stop and look at an ad while engaging in another activity) 😁 Enjoyment: Top 6% Follow #KantarChristmasAds and sign up here to get this year’s results first: 📃 https://lnkd.in/ewRHnuqc More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. #ChristmasAds #Advertising #KantarMarketplace

Who Really Shaped Christmas as We Know It? 🎄 When you think of Santa Claus, what comes to mind? A jolly, rosy-cheeked man in a red suit? If so, you’ve been influenced by a brand powerhouse: Coca-Cola. While Coca-Cola didn’t invent Santa Claus, their 1931 advertising campaign with illustrator Haddon Sundblom solidified the modern image of Santa we all recognize today. Over the decades, Coca-Cola’s Christmas-themed marketing has shaped not only how we see Santa but also how we celebrate the season: 🎅 The Modern Santa: Sundblom’s depiction of Santa—cheerful, plump, and dressed in Coca-Cola red—has become the universal image of St. Nick. 🚛 The Christmas Truck: Introduced in 1995, the “Holidays Are Coming” campaign turned a Coca-Cola truck into a cultural marker for the start of the festive season. 💡 Emotional Connections: Coca-Cola has masterfully linked their brand with the warmth, joy, and togetherness of Christmas. 💡 Why it matters: This isn’t just about Coca-Cola—it’s a reminder of the influence brands can have on culture. By tapping into universal emotions and traditions, they shape how we celebrate, behave, and even perceive the world. ✨ Your thoughts? Which brand do you think has left a lasting cultural legacy? Let’s discuss below! 👇 P.S.: Did you see my clones? #ChristmasTraditions #BrandInfluence #MarketingMagic #CocaCola #CulturalImpact

Sometimes my family think I have gone mad. Today was one of those days. Mid summer and I am in the baking heat of our loft rummaging around for Christmas decorations. Yes, you read thst correctly, Christmas decorations in July. Why? For a client...of course. Carrie and I spent the morning shooting a promotional reel for a trades client. Their customers need to book in now for results ready for Christmas. Are you planning ahead? Do you have content ready for when you need it? Is your messaging on target and relevant? If you need support give us a call. #MarketingPlan #ContentCreation

Whether you're a Buddy the Elf or a Grinch, the festive season is very much upon us! As with previous years it's now tradition for brands to roll out heart-warming Christmas ads, a staple for many of the retail giants who are leaning into emotional storytelling. But given the reported cost of these adverts, why is this worth it? Simply put, 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝘀 𝗱𝗿𝗶𝘃𝗲 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀. These ads don’t just sell products; they sell feelings that stick. They focus on the Christmas sizzle and not the bacon (or pigs in blankets may be more apt!) In a crowded market, these emotional connections help brands stand out, sparking moments of joy, memories and nostalgia. It’s not just great content - it’s a foundation for lasting relationships. What’s your favourite festive campaign this year?🎄