This post was created in partnership with iSpot
For iconic brands, holiday campaigns can be a key time to shift from product-focused messaging to more creative, emotional storytelling. But finding the right balance can be challenging.
During a Brandweek 2026 fireside chat co-hosted by iSpot, Ryanne Webber, head of brand communications at Mercedes-Benz USA, sat down with Wes Howard, senior account executive of brand partnerships at iSpot, to discuss how the luxury automaker is using year-over-year data to determine the perfect amount of holiday cheer.
‘Tis the season for emotional storytelling
The conversation began with Howard posing a key question that many brand marketers likely ponder during holiday campaign planning: “How do you make sure that you’re getting that emotional message across without jeopardizing some other elements that you have throughout the rest of the year?”
For Webber, it’s about working within the brand pillars, but leaving room for creativity.
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
