Marketing Briefing: Why marketers aren't confined to traditional holiday and seasonal promotion cycles anymore

"The traditional guardrails of where you thought the season started and ended have shifted - and continue to shift," said Nora Cortez, director, media planning, at Rain the Growth Agency. "Advertisers are really in a position of almost trying to beat everyone else to market with their seasonal messaging or holiday deals."

There's a desire from marketers for a "first mover" advantage, noted Cortez, adding that earlier this summer the shop debuted Father's Day initiatives on social platforms for a client a week earlier than usual.

Read at Digiday