In the run up to the festivities, I focus on that time as chance to catch up with friends and families, read some books, go the Sales... oh, and sleep! Somehow, we forget about the hangovers, the masses of Christmas food just there tempting us, and the inability to move from the settee and watch films you have seen many times before.

Or in my case this year, bugs! Yes, Santa brought us an extra present this year and took six of us out, so while confined to barracks recovering and turning my nose up at chocolate (yes really!), I found myself plonked in front of the TV watching everything and anything.

I’m putting that time down to rest, recuperation and research – yes this sad marketer can’t switch off and one highlight was the Nationwide TV advert featuring the brilliant Nicola and Rosie Dempsey as Flo & Joan. It was funny, topical and typically British in the message and styling. #crimbolimbo

It’s a piece of marketing that people will remember, and isn’t that just what every brand wants?

Identifying the brand values, understanding your market are key elements of a marketing strategy and should be set before a marketing activity plan is put into place.