By Heidi Myers

With Halloween now ranked third among the biggest retail events of the year, it comes as no surprise that while people were busy putting together their costumes, global brands such as Tesco, Airbnb and Burger King were perfecting marketing campaigns for this year’s festive season.

Although Halloween was predicted to have a record-breaking 171m Americans celebrating, amounting to a total $8.4bn spend, it is no longer just a US celebration. In fact, data from Verdict predicted that yesterday saw the UK retail spend mark hitting £472m – which is up from £460m in 2015 and £442m in 2014.

But which marketing campaign Read full story ›

Source: The Drum