Who are this year’s winners and losers?

It’s the last issue of the year (although we are always online), so we look back at some of the biggest issues and themes to emerge from the past 12 months. Who are the brand winners and losers of 2012?


The winners…

1. Locog. The London 2012 Olympics will go down in history as a triumph. The run-up to the event was mired in arguments about how far organising committee Locog should go to protect sponsor rights, with complaints that small traders were being punished for getting into the Olympic spirit. But the smooth running of the Games garnered only global praise and improved London’s own brand profile.

2. Twitter. The social network has seen its business plan find success with hundreds of advertisers running UK-specific campaigns. It appointed Google’s sales director Bruce Daisley this year, and more companies have been running campaigns on the platform, including EE, Puma and Coca-Cola. Ofcom research suggests that UK users are both mobile and social media obsessed, so it looks like Twitter should have a good 2013.

The losers…

1. Tesco. The supermarket has faced tough times in 2012 after being the UK’s most successful brand for so long. It reported a half-year profits fall in October, its first decline since 1994, after a store refurbishment programme. It also announced this month that it would review its American Fresh & Easy business. Tim Mason, its veteran marketer and architect of the US expansion, has also left the business. Tesco will be hoping that its new ad agency, Wieden+Kennedy, can help revive its fortunes next year.

2. Starbucks. The coffee chain finished 2012 as the subject of protests and boycotts after revelations that it hasn’t paid much tax since its UK launch. Starbucks has volunteered to pay an extra £20m tax over two years, but can its reputation recover?

This week’s issue isn’t all gazing backwards. Our cover story profiles Citi’s global chief marketing and internet officer Michelle Peluso.

With a background in travel and politics, Peluso has spent the past few years boosting Citi’s technology and customer-facing initiatives. As the bank plans another 11,000 job cuts, we catch up with her before she departs for a new role at a luxury retailer, to understand what challenges brands will face in 2013.

Wishing you all a very happy and prosperous new year.

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