This was a year of momentous change that saw brands take a stand against US President Donald Trump’s policies, Samsung redeem itself and the rise of ecosystem brands. Here’s what marketers can learn from those that came out on top in 2017.
From Burger King’s Google stunt and Ikea’s response to Balenciaga’s ‘copycat’ bag to Wendy’s 2.5 billion earned media impressions, these are the campaigns that caused controversy, set out to make a statement or put humour centre stage.
Paddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Catch up on all this week’s marketing news, including Monzo’s ‘insane’ growth after its first TV ad, Birds Eye’s Vampire-themed plan to take its meat-free range mainstream, and the latest on marketing budgets.