Special Report: Marketing’s highs and lows from H1 2024

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Marketing at the halfway point July​ 10,​ 2024 Don't call it a comeback quite yet, but the year's first half delivered a stronger batch of marketing than H1 2023. Part of the resurgence could be by dint of higher advertising activity, with forecasters in agreement that spending is getting a boost from events like the Summer Olympics. While CMOs remain under constraint, they are beginning to address an overcorrection toward performance marketing. Take Nike, which is rediscovering its appetite for creative boldness amid pressure from sportswear upstarts. Rebrands also continue to proliferate as established names target Gen Z as their North Star. Anxiety about generative AI remained high in H1, and some companies rattled the cage by swapping human talent for automation. But the AI honeymoon period also waned as technological limitations became clearer. Uncertainty, an ongoing marketing theme, loomed large as cookie deprecation was again delayed, a TikTok ban was threatened and a divided climate cast a long shadow. Below, Marketing Dive digs deeper into the trends that defined marketing in H1 2024, with breakouts by the numbers, an examination of rebrand mania and a selection of the most impactful creative works. We hope these pieces provide an industry temperature check and help guide strategy as planning gets underway for a busy H2. As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive Email H1 NEWS AND TRENDS Credit: CeraVe 6 campaigns that signaled a creative resurgence in H1 2024 As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack. Why marketers keep refreshing brands instead of betting on splashy ads The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing. Marketing in 2024: H1 by the numbers CMO budgets continue to fall as pressure to automate mounts and fears of signal loss reach a fever pitch. 'Advertisers tried too hard': Few Super Bowl LVIII ads win as celeb takeover continues Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers. Cookies get another stay of execution — but have marketers already moved on? Marketers shouldn't cancel their post-cookie plans, especially as Google faces antitrust action, the possibility of a nationwide data privacy law and its own shifting priorities. Why the latest TikTok ban attempt is different — and what it means for marketers A ban could benefit Meta, weakening competition and options for advertisers, while a potential suitor will need to be well-versed in data management. Legacy media makes new bets on CTV and retail media convergence Disney's new partnership with Walmart Connect and Amazon's latest streaming TV ad formats demonstrate how the growing channels can work together.

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