Digiday – Here is the anatomy of the 2023 Christmas ad season

“These ads still matter, absolutely, but the conversation around them has changed,” said Doug Zarkin, chief brand officer at Good Feet Holdings and author of the book: Moving Your Brand Out of the Friend Zone. “They need to work harder to break through the noise, especially as they launch earlier each year. It’s less about when they appear and more about how they genuinely connect with the evolving emotional state of the consumer.”

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