Special report: First half of 2022 shaped by turmoil and uncertainty for marketers

July 12, 2022

After beginning the year in an optimistic mode, marketers quickly had to readjust as Russia’s invasion of Ukraine and related supply chain and inflationary issues amplified existing pressures, like the forthcoming deprecation of cookies and the search for better measurement currencies. The resulting months have seen marketers double down on performance rather than crafting memorable campaigns or exploring innovative ways to build brands.

Brands that did manage to break through the malaise common to the pandemic era were able to connect with consumers around pop culture; devise innovative ways to use mobile technology; and extend purpose-driven efforts around sustainability and inclusion to experiential and esports arenas. That is, of course, when they weren’t dabbling in the metaverse — a still unproven concept that doesn’t actually exist yet.

Marketing Dive below showcases the campaigns, stories and trends that shaped the industry in H1. We hope this package provides deeper insights as planning begins for back-to-school season and the holidays, which no doubt will have their own challenges this year.

As always, thanks for reading.

Chris Kelly
Reporter, Marketing Dive
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Special report: First half of 2022 shaped by turmoil and uncertainty for marketers

Marketing at the halfway point

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