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How do brands strike the right tone in their Christmas adverts when many consumers have taken a financial hit? Elizabeth Hotson goes on an advertising odyssey and talks to Sarah Traverso, Group Director of Integrated Marketing and Content for Coca-Cola in the US, a company so central to Christmas advertising that some think Coca Cola invented Santa Claus. A myth quickly debunked by Ann Christine Diaz, the creativity editor at Advertising Age. What is the secret behind a successful Christmas campaign? A question for Simon Lloyd from DentsuMB, who was until recently the creative director of the advertising agency behind the John Lewis department store Christmas adverts. Global advertising spend is expected to contract by 10% ( $63bn) this year and with people spending so much time at home during the pandemic, the focus has gone to online advertising and social media, as James McDonald, Head of Data at the World Advertising Research Center, explains. Producer: Elizabeth Hotson

(Photo: socially-distanced Santa Claus in a mask in New York City, Getty Images)