Top Marketing News of 2024

Omnicom acquires IPG to create advertising agency behemoth; And just like that, Google won’t be deprecating cookies. What now?; Dove CMO who built brand’s purpose marketing bona fides departs; How Dr Pepper passed Pepsi by marketing around football, flavor innovation View online | Sign up

TRENDLINE The Top Trends in Retail Marketing Retail marketers are navigating a point of transition as evolving media consumption habits, particularly the surge of social media video, shape shopping behaviors. Explore their strategies in this Trendline.   NOTE FROM THE EDITOR The fact that 2024 felt like the most normal year in some time — despite global strife, a contentious U.S. presidential election, massive events like the Olympics and the continued rise of artificial intelligence (AI) — speaks volumes about the world marketers have faced since the pandemic. Amid all that, the marketing industry navigated its own disruptions, including Google's pivot on cookie deprecation and continued antitrust pressure, the departures of trendsetting CMOs and a backlash against the use of generative AI in ads — to say nothing of the December surprise that was Omnicom's plans to acquire IPG. Below, revisit the most significant news developments for marketers from this year. These stories show not just where the industry has been, but hint at what is in store for 2025. We look forward to bringing you news and analysis when we return on Jan. 2. To support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76. As always, thanks for reading. Chris Kelly Senior Reporter, Marketing Dive Email Google loses search antitrust case in blow to digital ad juggernaut “Google is a monopolist, and it has acted as one to maintain its monopoly,” wrote U.S. District Judge Amit Mehta in a potential landmark decision for tech. Omnicom acquires IPG to create advertising agency behemoth The deal, with an estimated value over $13 billion, has industry-rattling implications — but may not address client demands for simplicity. Deep Dive And just like that, Google won’t be deprecating cookies. What now? The tech giant backs off plans to implement a huge shift in digital marketing that faced pushback from adland and regulators around the world. Dove CMO who built brand’s purpose marketing bona fides departs Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged. How Dr Pepper passed Pepsi by marketing around football, flavor innovation The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S. Kraft Heinz names former Pepsi marketer Todd Kaplan as North America CMO The decorated CPG marketer, who spent nearly 20 years at PepsiCo, is tasked with realizing modern marketing capabilities that can unlock new growth. Walmart-Vizio deal raises fresh concerns about retail media walled gardens While the acquisition gives Walmart a leg up in retail media’s growing CTV race, it could shrink options for brands reliant on Vizio’s data sets. UPDATED Not crushing it: Apple’s new iPad Pro ad met with wave of backlash Apple has issued an apology for the “Crush” spot and scrapped plans to run the ad on TV, saying the video “missed the mark.” How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’ Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.

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