Thursday, December 26

Top Marketing Moments of 2013


The day after Christmas I always do my top 10 marketing moments of the year ... top 10 lists are one of the best parts of the season, bringing closure to twelve moths of activity.   This year it appears on HuffPo, but I'll reprint it below for ease of click.  Happy Holidays!

So here are my picks for marketing's defining moments this year:

10.  The Jersey Shore:  Bringing it Back.  The Jersey Shore gave us the "comeback" story of the year, making us all so very proud ... with some boardwalk fries on the side.

9.  Abercrombie & Fitch:  Targeting.  A&F's CEO forced us to decide if we can acknowledge the brand's "effective" targeting or if we simply want to walk away from what feels like bad karma.

8.  Guinness:  Turning the Tables.  I love when a brand changes a paradigm, and that's exactly what Guinness did with the male consumer and beer advertising this year. 

7.  Cheerios:  Reflecting Our Culture.  Likely without realizing it, Cheerios put a stake in the ground by representing our society and sticking by it.

6.  Asiana Airlines:  Handling a Crisis.  If there's no one thing Asiana Airlines taught us this year, it's how to handle a crisis with professionalism, care, and transparency.

5.  Paula Deen:  Lessons Learned.  On the flipside, we saw brand Paula Deen not handle a crisis so well, something we can all learn from and hope never to see repeated.

4.  Miley Cyrus:  Twerking.  This was a big year in pop diva music with Katy Perry, Lady Gaga, and Beyonce all competing for attention and downloads.  No one stole the show more, from a brand perspective, than our little girl Miley.

3.  Kmart:  I Shipped My Pants.  Kmart used simple humor to put the brand back in our consideration set.  The campaign also demonstrated how online video can go viral and then mass, in a heartbeat.

2.  Univision:  Numero Uno.  Univision showed us the sign of the times when the network went number one for the first time ever, beating out the traditional big guns.

1.  Prince William:  The Royal Dad.  The biggest birth of the century launched the brand of the world's most famous Dad.  A monumental marketing moment, the biggest of the year IMHO.

Honorable Mention:  I have to give a shout out to Volvo and their Epic Split with JCVD.  Super creative, especially given this was a campaign to highlight specific features in a truck!  A big truck!

Brand of the Year:  I wrote this post a couple weeks past, but wanted to mention again that I give Oreo my "Brand of the Year" nod for freshest marketing, all year long!

What a year!  Did I miss anything?  What's your experience?  JIM.

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