More details: See hereThese breakthrough strategies propped up brand results, serving as examples for marketing leaders feeling the pressure to do more with less.
Highs and lows characterized much of marketing in 2024. The industry was enlivened by occasions for unity, including a blockbuster Summer Olympics in Paris, but the final stretch of the year brought back an atmosphere of uncertainty and risk aversion. Marketers rediscovered their brand-building appetites after an overcorrection toward performance marketing, but too much creative energy manifested in the realm of fleeting, directionless social content. How many brands excitedly billed themselves as "brat" or demure before abandoning the idea once the next trend took hold?
Other marketers expertly threaded the needle and were able to revitalize not only brand perceptions, but also sales during a period of challenging consumer pullbacks. These companies drove an impact by executing specific tactics, whether related to purpose-driven marketing, ambassador partnerships, media strategy or, in one case, simply not advertising at all.
The best marketing of 2024, which Marketing Dive has assembled below, carries important lessons as industry decision-makers continue to feel the pressure to make fewer resources go further .
"We put out so much stuff, I have to look back at our YouTube channel or Instagram to remember what we even did this year," joked Vice President of Creative Andy Pearson.
"The partnerships are great, because they're either people and brands that make total sense or ones that make zero sense," Pearson said.
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