July 13, 2021 | Sign up | Forward

Topic: Marketing at the halfway point

It's perhaps unsurprising that the standout marketing from the year's first half largely came from brands expressing willingness to change and stay fleet-footed, in campaigns that acknowledge the post-pandemic period will be messy and marked by altered needs. Look no further than Budweiser, which sat out the Super Bowl for the first time in 37 years to instead direct its ad budget toward a vaccine awareness push.

Marketers at the same time continue to grapple with demands that will linger long after the health crisis. Recent months have brought an outpouring of pledges from companies to spend more on diverse voices and media — and with those promises, a continued reckoning with problematic practices and pasts. Changing mandates around data and privacy similarly keep CMOs up at night.

Marketing Dive below assembled the campaigns and stories that shaped the industry in H1. No one knows what post-pandemic life will look like, but these efforts provide a road map for how brands can stay nimble in addressing the odd mix of anxiety and optimism that's emerged in 2021. We hope this package provides deeper insights as planning begins for an unusual back-to-school season and holidays. They'll be here sooner than you think.

As always, thanks for reading.

Peter Adams
Reporter, Marketing Dive
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Special report: What shaped the marketing industry in 2021's first half

Topic: Marketing at the halfway point

H1 News and Trends

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July 13 - Asics invests NFT proceeds into digital arts community | 7-Eleven to launch Slurpee into space

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July 7 - Canned cocktail brands reach inflection point | Chipotle embeds burrito freebie in NBA Finals ad

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Marketing Weekly #207