 One phrase has cropped up repeatedly in discussions with friends, family and colleagues looking back at 2020: "That happened this year?" Since March, people have largely been stuck at home with little to look forward to — yet the marketing industry has been anything but stagnant. In fact, it could often feel like there was simply too much news, an information overload that compounded on the fog of living in a quarantined world.
From the rollout and (very quick) demise of Quibi to the rush of companies that seized on the summer's protest movement, 2020 felt like a watershed moment on several fronts. While tying a bow on things is even more difficult than usual, Marketing Dive has collected some of the most pertinent stories from the last 12 months below. These are the developments that stand out as definitive to an unprecedented period in marketing, and whose consequences will linger even after the COVID-19 haze lifts.
We'll be back in your inbox with our regular newsletter coverage on Monday, Jan. 4. In the meantime, share this link with colleagues to help them stay informed in the new year: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76.
Thank you for reading, and have a safe and happy holiday break.
 Peter Adams
Reporter, Marketing Dive
Twitter | Email The ice cream maker has supported the Black Lives Matter cause since 2016, and its latest message of support includes a strategic action plan. |
Deep Dive A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity. |
Paid search and social media are the fastest-growing digital ad categories, while spending on traditional channels like linear TV, OOH and print will plunge. |
Facebook said the privacy protections could cause a 50% drop in revenue for Audience Network, but the iPhone maker is granting a small reprieve. |
Deep Dive While the app became a punching bag well before announcing plans to shutter, the news is still likely to disappoint marketers hungry for an ad-supported premium mobile video platform. |
The brand gifted Nathan Apodaca his own truck to re-create a viral video that featured its product, earning over 10 million views on the platform. |
The cuts are expected over the next two years, sapping a source of expertise and accelerating trends like in-house agencies and gig economy options. |
An internal measurement system called ROI Engine has guided the marketer's recent decisions to place bigger bets on streaming and e-commerce, while saving the organization millions. |
Promising a "complete redesign" of its agency models, the beverage giant is looking to optimize investments that totaled more than $4 billion in 2019. |
Deep Dive Multibrand spots, ads supporting women, "Groundhog Day" and yes, the resurrection of Mr. Peanut, caused some of the biggest stir this year. | | |
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