Marketing campaigns and trends that defined the first half of 2019

The year of 'woke-washing': How tone-deaf activism risks eroding brands; Marketing 2019: Key stats at the half; What marketers need to know from Mary Meeker's 2019 Internet Trends report; Sonic boom: Why more brands are composing musical branding strategies July​ 8,​ 2019 | Sign up | Forward

Topic: Mid-year Scorecard

Marketers closed 2018 on a high note, riding on the success of campaigns like Nike's groundbreaking work with Colin Kaepernick. But the first half of 2019 has in many ways served as a cautionary tale for an industry too eager to jump on the bandwagon, with a glut of ill-fitting purposeful campaigns resulting in growing accusations of "woke-washing." That's not to say marketing has been lousy overall. The smartest brands deployed resonant messaging, savvy use of technology, and in many cases, a blend of the two to break through in an increasingly fragmented media environment. From a Taco Bell hotel whose reservations sold out in under two minutes to a Gillette ad challenging norms around masculinity, there was no shortage of work that made us laugh or think differently. In this special story package, we look at all of the essential developments in creative marketing from the year's first half, including a deep dive into the perils of "woke" marketing, a catalog of the buzziest brand campaigns and a breakdown of standout case studies by the numbers. What do you think made the biggest creative impact in the first half of 2019? Don't hesitate to share your thoughts. As always, thanks for reading. Peter Adams Reporter, Marketing Dive Twitter | Email BROUGHT TO YOU BY - Mobile Marketer Take Advantage of the Mobile Messaging Space SMS, RCS and app messaging offer marketers and brands new ways to optimize their campaigns. Take an in-depth look at trends to expect for the remainder of the year in our sister publication's Trendline. Access Now » News and Trends Deep Dive 9 buzzworthy campaigns that set brands apart in 2019's first half From a shirtless Colonel Sanders to Ikea's take on the Kama Sutra, the most creative efforts blended standout messaging, digital savvy or a combination of the two to break through the noise. Deep Dive The year of 'woke-washing': How tone-deaf activism risks eroding brands Experts warn an uptick in socially and politically aware advertising can read more as chasing headlines than meeting real consumer demands, and it could degrade trust in the industry. Deep Dive Marketing 2019: Key stats at the half Breaking down the first half of the year's campaigns by the numbers. What marketers need to know from Mary Meeker's 2019 Internet Trends report The closely watched annual presentation shows how growth is slowing or getting harder — and more costly — to attain in key digital areas, and why "Fortnite" could signal a new era of social networks. Deep Dive Sonic boom: Why more brands are composing musical branding strategies Once the exclusive domain of major corporations, sonic brand identities today are seeing growing interest as digital media's reach continues to expand.  Deep Dive How brands can score with esports marketing Marketing opportunities are significant for a range of brands — but the window to enter the space and gain a strategic advantage is quickly closing.

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