Watch Mark Ritson’s take on 2016’s biggest marketing moments

From Facebook’s measurement errors to Unilever’s move to zero-based budgeting, Mark Ritson counts down what he thinks were the biggest marketing moments of 2016 on stage for the Marketing Academy.

Mark Ritson – academic, brand consultant and Marketing Week columnist – recently gave a talk for the Marketing Academy on his top 10 biggest marketing moments of 2016.

Never one to shy away from a controversial opinion, Ritson’s presentation delves deep in to the big stories of the year and highlights which were most important for marketers, both in 2016 and 2017.

So click play now to watch Ritson talk about areas including:

  • The move to zero-based budgeting
  • The Facebook and Google duopoly
  • McDonald’s new ad agency
  • P&G’s changes to its Facebook strategy

If you agree, or disagree, with Mark, or think he has missed something important out please let him know in the comments below.

Hide Comments1 Show Comment
  • daniel morgan 3 Jan 2017 at 11:28 am

    Couldn’t agree more with the segmentation vs mass marketing discussion point. There is too much targeting going on that reduces management & cost economies of scale. More importantly the potential to create cross-cultural, cross-market brands is diminished if both the product and message is too differentiated. People need both brands to feel different, special and individual, but also to feel safe, inclusive and popular, this is where mass marketing comes in.

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