The concept of the ‘Golden Quarter’ has been around for some time in the UK, with retailers traditionally seeing great sales spikes in the build up to Christmas.

The UK has led the way in recent years in creating some of the most innovative Christmas advertising campaigns. Think John Lewis’ Christmas ad, Marks & Spencer, or Tesco, to name a few.

Drawing on this rich expertise, a panel which included Janet Hull (Director of Marketing Strategy at IPA & Promote UK chair), Orlando Wood (Chief Innovation Officer at System 1 Group), Tammy Einav (CEO Adam&Eve DDB London) and Neil Henderson (CEO at St Luke’s) at this week’s World Retail Congress in Madrid aimed to give the UK perspective on: “Advertising strategies for the new consumer age: Planning your campaign to deliver the ultimate Golden Quarter”.

Janet Hull commented,

“The UK is a global leader in advertising, producing some of the most innovative and successful campaigns worldwide. Nowhere is this more evident than during the crucial run-up to Christmas, when getting the right advert and getting people talking about the advertiser is vital.

“We in the UK advertising industry recognise this and we have a effective campaigns. This session at the World Retail Congress gave us the opportunity to share some of this knowledge and bang the drum for UK advertising on a global retail platform”.