AS IF 2020 ISN’T SCARY ENOUGH – THEN THERE IS HALLOWEEN

Halloween is a holiday celebrated each year on October 31, and Halloween 2020 occurred last Saturday, for those living in lockdown. The tradition originated with the ancient Celtic festival of Samhain, when people would light bonfires and wear costumes to ward off ghosts. In the eighth century, Pope Gregory III designated November 1 as a time to honour all saints. Soon, All Saints Day incorporated some of the traditions of Samhain. The evening before was known as All Hallows Eve, and later Halloween.

But considering the scary reality we are facing this year, did we need a Halloween? The impact of the climate crisis became very real this year, followed by a pandemic, the likes of which we have not seen in 100 years, with 1,200,000 deaths globally and rising. Plus, we have the pandemic-induced global recession. Rocketing unemployment. It is enough to scare off any self-respecting ghoul or ghost.

But life goes on. France and the UK are going back into lockdown in the face of escalating COVID-19 infections. Elections are being held. Retail sales are booming, increasingly on-line. Terrorism continues to show its ugly face. No wonder the world is looking for ways to celebrate what is worth celebrating within the constraints of this new way of life. Because no matter how scary it looks, there is still good happening in the world.

So, this is what in the marketing, media and advertising trade media made me go WOW! this week.

BURGER KING BRAZIL CONJURES A WITCHY FREE WHOPPER PROMOTION FOR HALLOWEEN

Burger King Brazil is taking things a step further by not limiting the fun to people with wheels—anyone who shows up on a broomstick will be given a free Whopper on Halloween.

WHILE WENDY’S INVITES CONSUMERS TO ESCAPE A SPOOKY HALLOWEEN DRIVE-THRU

No one will experience a normal Halloween this year, but brands are debuting safe ways to engage consumers around the holiday, from contactless trick-or-treating to driveable activations. Wendy’s is combining both strategies by giving one of its California locations a Halloween-themed makeover. 

CANDYMAKERS GET CREATIVE FOR A SOCIALLY DISTANCED HALLOWEEN

Halloween is one of the calendar’s most important events for candy makers and costume-sellers, and with marketers having discussed how best to approach the night of Oct. 31 since the summer, many brands are now going all-in on COVID-safe messaging this year that encourages consumers to stay safe while keeping the festival of fright intact.

MEANWHILE, COKE INCHES BACK AS CEO NOTES WORLD STILL IN ‘FRAGILE STATE’

Coca-Cola Co. sales are inching back toward normal, even as it warns a resurgent virus could continue to muddle near-term results. The company—which pulled most advertising in the early days of the pandemic—continues to be judicious with its marketing, slashing spending by 30 per cent in the third quarter compared with the year-earlier period.

SO, WITCH BRANDS ARE CREEPING THE SPIRIT ALIVE?

What does Halloween look like during a global pandemic? Well, apple bobbing is definitely out of the equation, while trick-or-treating is being strongly discouraged by governments as they work to stem the spread of Covid-19. 2020 is the year we all do the monster mash from the comfort of our own homes. But what does this mean for the brands who make big bucks each year selling Halloween related gear?

BUT THE HOLDING COMPANIES ARE TAKING A HIT:

OMNICOM GROUP SEES SHARP REVENUE DECLINES IN THIRD QUARTER

Chairman and CEO John Wren says negative impacts from COVID-19 'peaked' during the period

WPP REPORTS NEARLY 12% NET REVENUE DROP FOR Q3

“WPP continues to demonstrate its resilience in a challenging market,” said company CEO Mark Read. “We have maintained our new business momentum as clients seek out our creativity and our skills in media, technology, data and eCommerce.” 

AND MDC PARTNERS REPORTS Q3 REVENUE SHORTFALL

Despite the financial results, MDC CEO Mark Penn put a positive spin on MDC’s performance during a Thursday morning earnings call, pointing out that the company delivered 9% sequential revenue growth from the second quarter of 2020. 

MEANING, UNFORTUNATELY, 50,000 JOBS LEAVE WILL THE INDUSTRY

Agencies have suffered layoffs and furloughs this year largely due to Covid-19, which spurred many brands to cut, reduce or delay marketing spend. A report from market research firm Forrester estimates that a total of 35,000 agency jobs will be cut this year in the U.S. as a result—and that 17,000 more will be gone in 2021.

AS TRUMP AND BIDEN GIVE FACEBOOK AND GOOGLE AN EARLY CHRISTMAS BONUS

And the digital winner of the 2020 presidential election cycle is ... Facebook. That’s a key takeaway from this, the final pre-Election Day edition of Ad Age Campaign Ad Scorecard. The Trump campaign has spent $89.1 million advertising across Facebook properties from April 9 forward, vs. $85.2 million by the Biden campaign. Facebook, unlike Google, shares data about state-by-state ad targeting; see our chart below for the most Facebook-ad-targeted states for each campaign. 

AND BLACK AD LEADERS ASK AD AGENCIES TO ‘ADDRESS THE FIRE, NOT JUST THE SMOKE’

For ad agencies — oft criticised for the 'male, pale and stale' approach to leadership and a lack of diversity within their walls — the BLM movement has forced those at the top to hold a mirror up to their own policies around diversity, inclusion and supporting Black talent.

MEANWHILE, BRANDS ARE INVITED TO SIGN UP TO SOMETHING REALLY SCARY

Going back decades, Hollywood’s most famous stars have subjected themselves to a public grilling where their so-called friends pick them apart for a few hours on national television. These spectacles are called roasts and agency Humanaut has taken a page from this legendarily cutthroat event by partnering with stand-up comedians in New York and around the country who have been thrown out of work by the Covid-19 pandemic and related club closures. But the subject under their microscope won’t be Kanye West or Dwayne Johnson—it’ll be your brand. If you have a thick enough skin, that is, and you’re ready to part with $15,000.

BUT GROWTH IS POSSIBLE, AS APAC INDIE AGENCY, THE SPECIAL GROUP OPENS IN THE U.S.

Last month, sci-fi geeks’ dreams came true with the ultimate crossover: Mark Hamill, aka Luke Skywalker of Star Wars, faced off against Sir Patrick Stewart, aka Captain Jean-Luc Picard of Star Trek, in an Uber Eats showdown over what to have for dinner. While the campaign targeted a North American audience, it was born out of Special Group, a New Zealand and Australia-based independent agency with offices across the Asia-Pacific region. On the heels of the campaign’s success, the company has officially set up shop in the States with a new Los Angeles office to be run by creative vet William Gelner.

Personally, I am not a big Halloween fan. Perhaps because of growing up in a country that did not celebrate it as a child. But it is wonderful to see all of the excitement it generates and the creativity that goes into the costume. With the year we have all had, it is important to find ways to celebrate and be thankful. To mourn those we have lost. It is great to see people finding ways to support each other. But there are bigger challenges ahead. We can only hope the same spirit that had us come together and work together during this year will continue into the new year. The economic headwinds are blowing. The climate crisis is becoming critical. And the pandemic is still upon us, no matter how many times people say ‘post-COVID’.

As always, if any of this has piqued your curiosity or you simply want a more confidential discussion on any topic and the marketing implications and advertising opportunities let me know.

And stay safe. Stay healthy. Stay sane.

Cheers

Darren