Hasta La Creative!

Weather has set the tone for first quarter earnings with a majority of companies citing extreme conditions — namely the polar vortex — as one of the reasons for poor earnings results.

This is not a surprise. History proves, just as logic suggests, that people will not take test drives, buy movie tickets, or in some cases even leave their houses when there are two feet of snow on the ground or an inch of ice on the roads. They will, however, load up on firewood, bottled water and order videos on demand.

Very simply, weather affects many categories and many brands, from automotive and chemical to health and wellness and quick-serve restaurants.

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