[Marketing Week] Bob Koigi: Why X is no longer marketers’ preferred ad platform

Marketers’ confidence in X (formerly known as Twitter) has declined significantly in the past year, driven by brand safety concerns and poor perceptions around innovation and trust.

This is according to a report by global marketing insights and analytics company Kantar that also show that YouTube remains the ad platform marketers most prefer, while, for consumers, Amazon and TikTok share the top spot.

According to the findings of the report, a net 26% of marketers have reported plans to reduce ad spend on X in 2025, the biggest recorded pullback from any major global ad platform. Marketers’ trust in adverts on X, historically low, has decreased further under Elon Musk’s leadership, from 22% in 2022 to 12% in 2024.

At the same time, online marketing and communications agency Somention recently released a report showing the best Dutch performing brands on Instagram and TikTok.

Rijksmuseum led the Dutch Instagram top 100, with HEMA as the highest newcomer, while Justdiggit took the top spot in the Dutch TikTok Top 50 with KLM taking off as the best newcomer.

This week Marketing report had a chat with industry players in media and the creative sectors on the role they play in their companies and their perception of their respective industries.

Keenan Mulvaney is the Ogilvy Africa Group’s Creative Director while Alexander Valeton is the Creative Director at Media HQ a multimedia company that specializes in high quality productions for international crew, developing media strategies and productions for NGOs and multilateral organisations.

On the campaigns scene, these are the campaigns unveiled this week that we choose as our favourite.

Amsterdam-based creative agency GUT and Heinz are back with a campaign that's as inventive as it is fun, transforming the iconic Heinz ketchup into a uniquely Dutch treat – ketchup sprinkles.

Heinz Tomato Ketchup is beloved around the world, however in the Netherlands it faces a unique challenge: mayo. For the Dutch, mayo is the go to condiment, leaving even the most iconic ketchup brand to play catchup.

Qatar Airways has unveiled a new global ‘AI Adventure’ film which utilises state-of-the-art technology to reinforce its commitment to developing incomparable, immersive experiences for everyone.

And to launch Heinz Pickle flavoured Ketchup to an Australian audience, Heinz sent a human pickle into La Tomatina festival in Spain - a simple and memorable visual moment to celebrate the unique flavour profile.

The campaign launched on social media with hundreds of applicants vying for the role, with one lucky winner eventually donning the custom-made Pickle costume and traveling to Spain for the festival.

The Marks & Spencer Autumn 2024 Womenswear campaign has launched. ‘Big Autumn Energy’ was developed for the retailer by Mother Design and Mother. It is part of M&S’s ongoing journey to reshape for growth by broadening its appeal and elevating style perceptions.

On agencies and accounts they have secured this week, TBA Outdoors has been named AOR for family-owned outdoor store Mountain Sports.

The scope of work includes research and brand strategy, website e-commerce development, website maintenance, website analytics, SEO and content, paid social, paid search, email marketing and account management.

DDB Melbourne has announced that it has been appointed as the lead creative agency to ACCIONA Energía Australia following a distinct selection process.

In other news that we followed this week, A pioneering initiative that will help equip financial institutions with knowledge, tools, and skills to manage climate-related risks is being launched in Europe by IFC.

Interpublic has announced the launch of Mediabrands Health, a Center of Excellence (COE) that sits within IPG Mediabrands. Building on the company’s healthcare offerings at IPG Health and within IPG Mediabrands, this new specialism further strengthens Interpublic’s integrated healthcare offering by providing scaled, global media services through Mediabrands Health.

And in 12 months since inception, The Partnership Africa has backtracked from the cautious baby steps taken by many start-ups by leapfrogging major players who have been dominant in the marketing and communication market in Kenya for decades.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

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