Top Marketing News of 2019

Nestlé's new ad-tech team aims for 'third way' as agency vs. in-house debate continues; CMOs are in a 'desperate fight for survival,' Forrester says; Accenture to buy Droga5 in significant bet on creative agency know-how; Risk-averse advertisers fumble in historically boring Super Bowl View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive Brand Studio The Rise of AI-Enabled Customer Experiences AI-enabled individualization, built on data and real-time intelligence, gives customers a better experience. Learn the differences between personalization and individualization in our playbook. It feels like the year has flown by, and in these noisy times, it can be easier than ever to lose track of the biggest developments that shaped the marketing world. From executive departures to disruptive deals and splashy creative efforts — including a late viral entry from Ryan Reynolds' gin brand — we've collected Marketing Dive's coverage of the biggest news of the past 12 months. Be sure to catch up and reflect on what shook up the sector with this special holiday newsletter. As you do, we're wondering: How will these trends evolve in the months ahead and as new developments, like the CCPA and summer Olympics, impact the industry? Marketing Dive will be on top of the biggest stories as they break in 2020 and beyond. We'll be back in your inbox with our regular coverage on Thursday, Jan. 2. In the meantime, thanks for reading, and have a safe and happy holiday. Best, Peter Adams Reporter, Marketing Dive Twitter | Email Ryan Reynolds' Aviation Gin pokes fun at Peloton ad fail in new spot The marketer moved quickly to capitalize on the exercise bike brand's misfire with its own ad starring the same actress gaining millions of views on social. Nestlé's new ad-tech team aims for 'third way' as agency vs. in-house debate continues The Global Digital Media Center of Competencies brings together digital talent from four ad holding companies, but is led by Nestlé marketers. CMOs are in a 'desperate fight for survival,' Forrester says Ultimately, one designated executive will be responsible for everything related to the customer, though there is no guarantee that this will be a CMO. Accenture to buy Droga5 in significant bet on creative agency know-how The deal is Accenture Interactive's largest acquisition since its founding 10 years ago and shows a bigger commitment to the creative capabilities that ad agencies have traditionally dominated. Deep Dive Risk-averse advertisers fumble in historically boring Super Bowl There were a few dominant players and wowing moments this year, like a gruesome "Game of Thrones" tie-up for Bud Light, but a lack of edge made the commercial breaks feel almost as bland as the sluggish on-field action. Taco Bell is opening a hotel in brand's biggest lifestyle play yet The "tacoasis" in Palm Springs, California, included a pool, on-site salon and gift shop offering exclusive merchandise. How Chipotle saved its brand by embracing a centralized digital marketing strategy CMO Chris Brandt spoke about ignoring conventional turnaround wisdom to achieve a $1.2 billion revenue increase in three months. Gillette's #MeToo-inspired ad sparked social media outcry — here's what the numbers say While the campaign has proved divisive, an analysis found that 79.6% of viewers liked the ad shortly after it debuted, and 51.4% believed it could bring change to the industry. UPDATED Amazon acquires key Sizmek ad tech as rivalry with Google grows The deal for the bankrupt ad-tech company's ad server and dynamic creative optimization solution came as the e-commerce giant's ad sales boomed.  What marketers need to know from Mary Meeker's 2019 Internet Trends report The closely watched annual presentation showed how growth slowed or got harder — and more costly — to attain in key digital areas, and why "Fortnite" could signal a new era of social networks.

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