A campaign that treats Diwali, Eid and Lunar New Year as one “Q4 moment” misses the weeks when people are actually in market. Each calendar moves, and the inventory that can take the spend moves with it.
Set the flight by country
Start from the markets where you already have supply, then place the budget on the weeks those audiences are buying, traveling or gifting. A global start date looks tidy in a deck and wasteful in the log.
Leave room for creative that fits the moment
The same offer does not have to wear the same frame. Give the player a creative that matches the festival, and do not crop it into a format that cuts off the one line people came to read.
