Jan. 3, 2022
| Today's news and insights for marketing leaders
Note from the editor
Welcome to 2022. To start the year, Marketing Dive has selected for today's newsletter a handful of stories from 2021 that we think are worth resurfacing.
Along with coverage of the best campaigns of the last year, revisit (or read for the first time) our interviews with marketing leaders like S4 Capital's Martin Sorrell and Wendy's CMO Carl Loredo. We've also included a look at what's ahead for agencies in 2022, and our Super Bowl LVI ad tracker.
We are excited to return from the holidays refreshed and with our eyes trained on the marketing landscape, whatever the year may bring.
As always, thanks for reading.
Chris Kelly
Reporter, Marketing Dive
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Deep Dive
Despite the year's unfulfilled promises, efforts by the likes of Coke, Burger King and Tide delivered boldness and resonated with consumers.
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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.
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With interest in the metaverse growing, brands from Reebok to Reese's Puffs ventured into virtual worlds.
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Three years into his post-WPP venture, the ad world titan explains why his company is prepared for a digital-only future and how it's addressing pandemic challenges.
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Q&A
Carl Loredo, the chain's marketing chief since 2019, said his overall vision is unchanged by the pandemic, while tactics are evolving to meet tech needs.
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Forrester predicts agencies will embrace changes forced by the pandemic and try to innovate on fronts like staffing, digital media and the metaverse.
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UPDATED
Squarespace returns for its eighth year following 2021's spot that celebrated people's side hustles and featured a remix of Dolly Parton's workplace anthem, "9 to 5."
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Still dedicated to thwarting the chain's speedy operations, the infamous mascot returned with TV ads, a mobile game tie-in, limited merch and more.
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Melissa Grady said holiday ads would focus more on brand-building for the Lyriq, Cadillac's first EV, versus typical deals-oriented messaging.
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UPDATED
Amid a flurry of controversy surrounding firms like Nielsen, the CPG executive outlined his hopes for a cross-industry solution.
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