The team behind the original Starburst campaign emphasized that deliberately trying to go viral is a recipe for failure before the Little Lad crashed its Advertising Week panel.
As global e-commerce sales continue to skyrocket, brands are adding new technology and features that draw customers into a world of their passions and desires, and in the process, drive loyalty and revenue.
There is no one-size-fits-all solution for agencies looking across categories and brands, said the head of investment and activation at GroupM's Wavemaker.
Preparing contingencies for different holiday scenarios puts additional pressure on brands and agencies working to keep up amid their own staffing challenges.
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