Marketers get adventurous ahead of holiday push

11/15/2013 | New York Times (tiered subscription model), The

Some retail marketers are treating the holiday season like the Super Bowl in terms of ad strategy. Sharper Image has signed Betty White for humorous campaign ads, and Saatchi & Saatchi is helping Lexus modernize its "December to Remember" campaign. Companies need to create "something that has the opportunity to go viral, to be shared," said Iconix Brand Group Chief Marketing Officer Dari Marder.

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New York Times (tiered subscription model), The

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