Black Friday and Cyber Monday are won long before the weekend arrives. The brands that win peak have their publisher stories briefed, pitched, and placed while everyone else is still finalizing creative.

One-perspective BFCM advice only gets you so far. This session covers the whole chain: brand, publisher, agency, and platform.

Michelle Morgan at Acceleration Partners and Sophie Toporoff at Linkby are joined by Lee Stuart at Aspinal of London and Jackie Golstein at NYPost, who cracked BFCM for a rare look at the entire editorial commerce chain: the brief, the pitch, the story, the click, down to the sale. If your Q4 plan is “more ads,” consider this the rebuttal.

What You’ll Learn:

• Peak-Season Data, Not Theory: Concrete stats on what actually moves during BFCM.
• What Publishers Say Yes To: The Q4 pitches editors accept, and the ones they pass on.
• Story Formats That Convert: The editorial formats that turn peak traffic into sales.
• Getting In Front of Editors Early: How to land your product picks before the Q4 window closes.
• Where Agencies Move Budget: Where Q4 spend is shifting, and why.