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Christmas ad spend to hit record high

From BBC - November 9, 2017

Advertising agencies are expected to rake in a record 6bn over the Christmas period, according to an industry body forecast.

The Advertising Association says it's being driven by intense competition, especially within the retail sector, and the rise of big-budget campaigns.

It believes spending on ads has jumped nearly 40% in just seven years.

The figures come as campaigns by major retailers such as John Lewis, M&S and Asda get underway.

"There have been so many blockbuster campaigns over the last ten years," says Karen Fraser, Director of Credos, a think tank which compiled the forecast with the Advertising Association.

John Lewis' Christmas ads have become particularly anticipated by the public and advertisers in recent years.

A recurring theme in John Lewis adverts has been to take out branding and centre on stories to grab people's attention.

Their latest campaign - launched this week - focuses on the tale of a little boy and his friendship with an imaginary monster living under his bed.

Rival Marks and Spencer has launched an advert featuring Paddington Bear stumbling across a burglar he mistakes for Father Christmas.

Upping the ante

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