As the year comes to a close, our columnist announces her ‘award’ winners for 2023.
So, we’re nearly done with 2023 and it’s time for the new Marketing Elfmas year-end awards, voted for by an elite panel of industry pundits. Well, just me, essentially. My prejudices, my bugbears, my column. So, if you’re not happy with something below, you know at whom to throw your mince pies.
Just two remain in the battle to be crowned Marketing Week’s campaign of the year 2023. Vote for your favourite between TSB and Guinness.
From a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
From the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
