The Super Bowl is a colossal platform for advertisers, which this year sees female-focused brands including Olay and Bumble make their debut, alongside the usual parade of celebrity-fuelled show-stoppers.
Internet ad spend may still be growing at the expense of newspapers and magazines, according to GroupM forecasts, but market maturity is approaching, news brands have diversified and most ‘traditional’ media will also grow next year.
As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
From the over focus on performance and the purpose backlash to brands’ inserting themselves into situations they don’t belong, 2022 has not been a good year for everyone in the marketing world.
The online estate agent brought back its ‘Commisery’ campaign in October after putting its poor financial results down to ineffective marketing.
The travel firm has increased booking value by 31% compared to pre-pandemic levels thanks to its focus on brand, tech and enhancing the customer experience.
From women’s sport and retail media to a focus on loyalty and the rise of discounters, 2022 has been a good year for shaking up the status quo.