[Marketing Week] Bob Koigi: Key developments that shaped 2024

In 2024, major developments have shaped the marketing, advertising, creative, communication and media industries with emerging technologies, regulatory changes, mergers and acquisitions and evolving consumer expectations at the heart of these developments.

Several key players have shaped the year, influencing trends that impact brands, agencies, platforms, and consumers worldwide. Here are some of the major trends, news and developments we covered this year.

In December Omnicom and The Interpublic Group of Companies, Inc. (IPG) announced a merger, forming the largest advertising and marketing outfit in the world. This union, involving two of the biggest players in the advertising world, is set to raise the bar for the industry, impacting everything from global marketing campaigns to the way brands engage with consumers.

Schbang, India’s largest independent agency, strengthened its global influence by acquiring addikt. addikt has delivered iconic design work for international brands such as Pride Amsterdam, Prada X Armani at Fabrique des Lumières, Rabobank, Autotaalglas, Booking.com, and StarSports IPL.

WPP announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world.

At the same time, the ad conglomerate entered into an agreement to sell its entire majority stake in strategic communications and advisory firm, FGS Global, to Kite Bidco Inc. for $1.7 billion.

Communications and marketing agency Havas N.V. announced the successful listing of its ordinary shares on the regulated market of Euronext in Amsterdam.

Publicis Groupe revealed the global expansion of the creatively-lauded boutique network, LePub. With presence in Milan, Rome, Amsterdam, São Paulo, Mexico City, Singapore, and Johannesburg, this ambitious expansion plan kicks off with an inaugural U.S. hub in New York, followed by offices in Bogota, London and Dubai, all slated for 2025.

Ogilvy unveiled a health-first suite of global influencer marketing services designed to bridge the gap between medical expertise and public awareness by providing pharmaceutical, healthcare, and wellness brands access to the burgeoning Influence economy at a specialist level.

And Heineken announced the construction of the new Dr. H.P. Heineken Centre, a state-of-the-art Research & Development (R&D) Centre in Zoeterwoude, representing an investment of €45 million.

Festive season campaigns

The festive season has seen an explosion of innovative and heartwarming campaigns from global brands, leveraging technology, emotional storytelling, and inclusivity to connect with consumers.

McDonald’s brings the magic of Christmas to life with a new playful story: The Secret Christmas Bringers, created by DDB Romania. Inspired by the boundless curiosity of childhood, the new campaign explores the search for Christmas and for Santa —through the eyes of a child, guided by an unexpected clue: McDonald’s red socks.

Publicis Conseil and Orange launched SaferPhone Christmas campaign to reconcile parents and teenagers. This service filters unwanted calls, blocks malicious links and protects against cyberthreats.

This Boxing Day, Just Eat and Squid Game Season 2 encourage fans to ditch the festive leftovers and enjoy the latest series of the much-loved dystopian Korean survival thriller with their favorite takeaway. The 360 campaign, created and produced with agency partner DEPT, is centered around a game that unites Just Eat and Squid Game 2 in an authentic, joyful, and surprising way—with food at its core.

adam&eveDDB London and New York offices, have announced the launch of a campaign dubbed ‘The Boy and The Octopus’ with its new client The Walt Disney Company. The agency helped Disney craft an original short piece of surprise holiday content, the pinnacle of Christmas magic and storytelling.

Sprite is bringing back its beloved seasonal staple this year with a creative holiday campaign that’s sure to be slam dunk with longstanding fans and newcomers alike.

This holiday season, BMW is blending nostalgia and innovation with a festive campaign that pays tribute to its past while looking ahead to its electric future. The 2024 Christmas film, titled “Das Geschenk” (The Gift), celebrates the iconic BMW 1500, a cornerstone of the 1960s Neue Klasse, and connects generations through the timeless joy of driving.

Captains of industry

Across the year, we had interviews with key industry players to understand their business models, major trends shaping the marketing, ad and creative industries and what the future holds for these sectors.

We interviewed Pepe Marais, the Co-Founder of Joe Public, Harshil Karia the founder, Schbang, Carmen Rodriguez, the Global Chief Growth Officer at GUT and Keenan Mulvaney, Group Creative Director, Ogilvy Africa among others.

Seasons Greetings

As 2024 draws to a close, we take a moment to thank you for being part of our journey. Together, we've continued to push the boundaries of innovation and taken steps toward shaping the future of advertising, marketing, creative, communication and media.

From all of us at Marketing Report, we wish you and your loved ones a holiday season filled with joy and moments to cherish.

Bob Koigi is the editor-in-chief of Marketing Report.One

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