"Mark Ritson has released a one-hour lecture breaking down what he calls the 10 marketing moments of the year, offering marketers an indepth review of the campaigns, trends and strategic decisions that mattered most. The video pulls together The Drum columnist's assessments of the successes and failures that defined the past 12 months across brand, media and effectiveness. Rather than focusing on novelty or virality alone, the video revisits moments that had a material impact on business performance, category thinking or marketing practice."
"Omnicom's merger and brand consolidation. The merger of Omnicom and IPG created the world's largest advertising agency, a major paradigm shift in the sector. Mark Ritson likens the process to the ruthless efficiency of the brown rat (you will need to watch), arguing that while some brands were consolidated, more cuts are likely necessary for true efficiency. Tylenol crisis and the power of doing nothing."
A one-hour lecture identifies ten major marketing moments that materially influenced brand, media and effectiveness over the past year. The review focuses on outcomes that moved business performance, category thinking and marketing practice rather than on novelty or virality. Core themes include brand strategy pivots, media investment decisions and disciplined long-term approaches contrasted with short-termism. Examples span agency consolidation after the Omnicom–IPG merger, crisis handling such as Tylenol's minimal-response Fabian approach, risky fighter-brand moves like Tesla’s cheaper Model 3 variant, and controversy around creative campaigns that provoked public debate. The summary aims to help marketers prioritize impact under tighter budgets and scrutiny.
Read at The Drum
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