Special report: What shaped the marketing industry in 2021's first half

Data privacy evolved at a dizzying pace in H1, with more still to come; Marketing in a pandemic recovery: H1 2021 by the numbers; Why brands like Neutrogena and Old Spice are rushing to build internal content studios; As CMOs seek to fortify pandemic gains, confusion grows around brand purpose July​ 13,​ 2021 | Sign up | Forward

Topic: Marketing at the halfway point

It's perhaps unsurprising that the standout marketing from the year's first half largely came from brands expressing willingness to change and stay fleet-footed, in campaigns that acknowledge the post-pandemic period will be messy and marked by altered needs. Look no further than Budweiser, which sat out the Super Bowl for the first time in 37 years to instead direct its ad budget toward a vaccine awareness push. Marketers at the same time continue to grapple with demands that will linger long after the health crisis. Recent months have brought an outpouring of pledges from companies to spend more on diverse voices and media — and with those promises, a continued reckoning with problematic practices and pasts. Changing mandates around data and privacy similarly keep CMOs up at night. Marketing Dive below assembled the campaigns and stories that shaped the industry in H1. No one knows what post-pandemic life will look like, but these efforts provide a road map for how brands can stay nimble in addressing the odd mix of anxiety and optimism that's emerged in 2021. We hope this package provides deeper insights as planning begins for an unusual back-to-school season and holidays. They'll be here sooner than you think. As always, thanks for reading. Peter Adams Reporter, Marketing Dive Twitter | Email H1 News and Trends 9 campaigns that showed marketers staying nimble As consumers navigate the stop-start nature of pandemic recovery, some brands have proved adept at addressing their anxieties and tech needs by offering a dose of optimism, in-person events or NFTs. Data privacy evolved at a dizzying pace in H1, with more still to come Google delayed the death of third-party cookies, but marketers can't be complacent in finding long-term alternatives and working toward a privacy-friendly future. Marketing in a pandemic recovery, by the numbers Data, privacy and shifting consumer habits are top of mind as digital ad spending accelerates. Why brands like Neutrogena and Old Spice are rushing to build internal content studios Brands angle to meet the appetite for ad-free content without indulging in navel-gazing. As CMOs seek to fortify pandemic gains, confusion grows around brand purpose Executives from LVMH, Unilever and other brands discussed the evolving role of chief marketers during a virtual ANA roundtable as part of Cannes Lions. How Yum Brands generates sales, cultural impact with a three-pronged marketing framework Former CEO Greg Creed and CMO Ken Muench went deep with Marketing Dive on an R.E.D. strategy — also the subject of their new book — that has turned brands like Taco Bell into category trendsetters. What AVOD's growth means for marketers in search of evolving consumers As viewer interest in ad-supported video on demand accelerates, marketers are trying to determine how to navigate the channel and avoid new walled gardens.

More Than A Newsletter Related Publications Retail Dive | Social Media Today Connect With Us Twitter | Facebook | LinkedIn Editorial Contact an editor | Meet the team Advertising Contact our team About Marketing Dive Marketing Dive provides in-depth journalism and insight into the most impactful news and trends shaping marketing & advertising. The newsletters and website cover topics such as marketing technology, advertising creative, social media, video marketing, analytics, and more. Marketing Dive is a leading publication operated by Industry Dive. Our business journalists spark ideas and shape agendas for 10+ million decision makers in competitive industries. Sign up for the newsletter This email is optimized for display on mobile phones. Marketing Dive is a product of Industry Dive, Inc. 1255​ 23rd Street NW, Suite 550, Washington,​ DC 20037. We value your privacy. We won't share your email address with anyone else without your permission. This message was sent to potty.plant@gmail.com. You can unsubscribe anytime. See our full privacy policy.

Sign up | Manage subscription | Advertise with us | Submit story tip