Marketing's top 10 stories of the year - according to you
At Marketing we endeavour to bring you the biggest stories in our industry as they happen.
Coke: Marketing's most-read story of 2013
This year, we have covered everything from the Publicis and Omnicom merger to Twitter's IPO, from the horse meat scandal to the return of the Diet Coke Hunk.
Yet, interestingly, it would seem that many of you found these stories less significant than we did.
But we’re not here to discuss the stories we journalists hold dear. Today we publish the top stories as 'voted for' by you, our readers, simply by how many of you have read them. You may be surprised by some that made it in - we certainly were (see story on free fish below...).
It’s pretty clear why this story hit number one – it’s possibly the smartest thing Coke has done to engage consumers and spread the message of "Share a Coke", and the campaign contributed to Coke’s 3% volume growth in Europe. Also everyone likes having their name on something.
Yes, we were shocked too. Barry Scott? Coming back to TV? Incredible! It’s exactly what the FMCG world had been waiting for. But then his highly anticipated (and highly celebrated at Marketing Towers) return to glory was BANNED? What is wrong with the world? Well, the ad watchdog said it misleadingly exaggerated the capabilities of the product, so you can’t argue with that.
This was a fantastic story, well done for getting it so high up. Just read it again, it’ll make you laugh.
Again, this being so high up is quite understandable. The choreographer is Benjamin Millepied, of 'Black Swan' fame (and married to Natalie Portman), so, as a Christmas ad, it is one of the more glamorous that we covered.
This pertains to the #FBrape campaign, in which Nationwide pulled its advertising from Facebook following surging consumer outcry at brand’s advertising appearing next to content promoting domestic violence. Nationwide was the thirteenth brand to pull its ads from the social network.
It was the first of the big four to reveal information about its Christmas activity. That’s pretty much it, but anything with the word ‘Christmas’ in it gets people excited...
See what I mean? In this case however, John Lewis has truly carved out a cultural moment in the UK. This was the most highly anticipated Christmas ad of the season, and it didn’t disappoint.
Erm... this is more interesting than the stories about specially commissioned tribute activity for Mandela, the biggest flotation since Facebook, and even the return of the Diet Coke Hunk? Really?
Is this because we put Michael Bublé in the headline and not because of Iceland’s new marketing strategy? Shame on you.
Well there you have it. The biggest stories of the year, according to the most read. Thanks for the insight.
This article was first published on marketingmagazine.co.uk
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