Top Marketing News of 2021

KFC scores new CMO with Nintendo's Nick Chavez; Ad market's growth exceeds broader economic recovery, fueled by digital; Budweiser skips 2021 Super Bowl, reallocates ad budget to COVID-19 support; Apple doubles down on privacy, further complicating tracking and targeting View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive's studioID Boost Engagement Through Competitive Analysis Learn how a competitive analysis can help you break through the clutter and engage customers in this new playbook.   Marketers hoping the pandemic haze would clear in 2021 are likely ending the year disappointed. The 12-month period — and a crunched fourth quarter marred by supply chain pressures and a new COVID-19 variant — has felt as chaotic as any, making it easy to forget what happened when. But it was indeed a busy year, with major account moves, platform rebrands and policy changes that have upended the very fundamentals of digital marketing. While tying a bow on any year is difficult, Marketing Dive here has assembled the biggest news items from a particularly tumultuous and transitional moment for the industry. The reverberations of these developments will continue to be felt in 2022 as marketers steel themselves for further disruptions related to the metaverse, ad targeting and CMO expectations. As always, thanks for reading. Peter Adams Reporter, Marketing Dive Twitter | Email Coca-Cola names WPP global marketing partner In a deal the partners call "unprecedented" in scope, WPP will execute Coke's new integrated agency model while Dentsu and others will provide complementary work. KFC scores new CMO with Nintendo's Nick Chavez With more than 11 years at Nintendo of America, the executive has deep industry knowledge that reflects the growing importance of gaming and digital to consumer-facing brands. Ad market's growth exceeds broader economic recovery, fueled by digital While digital's strengths have been apparent, three new forecasts express surprise at just how strong spending has been — a promising sign for 2022. Budweiser skips 2021 Super Bowl, reallocates ad budget to COVID-19 support AB InBev's flagship went without a big game spot for the first time in 37 years, opting instead for vaccine awareness efforts that included a digital short film. Apple doubles down on privacy, further complicating tracking and targeting Also previewed at the company's WWDC event was a FaceTime upgrade to help it compete in a videoconferencing market accelerated by the pandemic. Deep Dive What's next for the ad industry as Google gives third-party cookies a stay of execution Google kicked the can down the road with its latest privacy decision, but brands, agencies and the ad tech industry can't rest on their laurels. Media.Monks merges with Cashmere to boost cultural offering Martin Sorrell's S4 Capital adds a buzzy creative agency as diversity and purpose become higher priorities in the U.S. and globally. Why Molson Coors is betting on special occasions as drinking habits evolve After cutting 11 brands from its economy portfolio, the beverage giant is focusing its marketing on relevant moments to drive its more premium products. IPG spotlights Black-owned media with first equity-focused upfront Johnson & Johnson, CVS and BMW are among the clients IPG tapped as it looks to direct more media-buying investments to Black-owned businesses. Facebook readies bigger VR future with Meta rebrand The decision to rebrand reflects the company's current weaknesses, including in its ad business, and signals broader changes across the tech world.

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