Creators are everywhere in marketing these days — everywhere except Christmas ads. The first batch of festive campaigns, from John Lewis, SharkNinja, Ulta Beauty and Burberry among others, makes little for the industry’s favorite obsession. Despite leaning on creators throughout the rest of the year, marketers aren’t doing it for the holiday crunch. That job still belongs to celebrities. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
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