2024 Holiday Card
Background & Strategy
Archer knows vice like nobody else. We’ve built brands around it because we've never been afraid to take on markets others wouldn’t. So instead of a cliché agency greeting, we went full mischief mode with "Santa’s Other List"—a sharp, cheeky look at the guilty pleasures driving holiday consumption. Part research, part satire, all strategy, it proved our ability to decode behavior and turn it into brand gold. By crafting vice-driven personas and serving up insights with a wink, we made complex consumer psychology digestible, engaging, and impossible to ignore—low-tech, high-impact, and undeniably shareable.
Creative Idea & Execution
"Santa’s Other List" transforms holiday spending vices into a thought leadership piece that’s as insightful as it is irreverent. Styled like a vintage holiday book, it playfully unpacks impulse buying, last-minute splurging, and guilt-driven treating —reminding marketers that when it comes to holiday spending, it’s nice to be naughty.
We launched it as a visually rich LinkedIn deck, targeting marketers, consultants, and industry press. To amplify the mischief, VIPs received a lump of coal with a QR code linking to the deck, adding a playful, physical touch. Social content and direct outreach ensured the industry took notice, turning a low-tech, high-humor idea into a conversation starter.
Results
Santa’s Other List landed in Adweek’s roundup of standout agency holiday cards, reconnected us with key consultants, and became one of our highest-engagement social posts. Direct mail recipients responded with curiosity (and DMs). Archer’s sharp take on vice-driven spending reinforced our position as the agency that turns human truths into brand wins. Because nobody forgets the Naughty List.
Credits
Joseph Holiday
Matt Musick
Leigh Anne Rose
Wally Rose
Donna Morley
Shannon Robichaud
Meredith Cuevas
