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Brand Republic picked its best Marketing Moments of 2014
‘Like a Girl’
For an ad to completely redefine a turn of phrase is no mean
feat. It was born out of brand-commissioned research that found half of girls
report a drop in confidence after their first period.
The ad’s first-person narrative beautifully depicted the way
in which girls self-censor as they reach puberty; when the term ‘like a girl’
quickly, yet unthinkingly, becomes an insult. Taking the meaning of stereotypes
and making a statement out of it.
Amid the clutter of competing brands in this space, Always
succeeded where many other brands had failed, in taking a marketing campaign
and building a genuine movement from it, something that allowed people to be
The rise and rise of
the ‘selfless selfie’
Online activism remained a key trend in 2014, and the
success of the #icebucketchallenge and #nomakeupselfie left social-media
agencies scrambling to decipher exactly how brands could take part in this new wave
of the ‘selfless selfie’. It was a trend focused on showing your true side, both
literally and metaphorically. Rather than viewing the selfie as something vain
it become an expression of good.
The ‘selfless selfie’ phenomenon underlines the potential to
tap into the broadcasting power of ‘generation selfie’. Commentators have
criticised the rise of the charity selfie for its narcissistic tendencies. Connecting
with others through a community, whether real or virtual, in pursuit of a
shared goal is life-affirming. The selfie phenomenon might be a bubble and
consumers may well suffer from selfie fatigue.
Just don’t go out and buy Kim Kardashians selfie book.
Royal-baby mania mark
two is born
All the excitement began again with the announcement that
baby number two was on its way.
Having seen the impact of the birth of Prince George, who
managed to propel brands to a global stage before he could even walk, marketers
had their hands hovering over the ‘tweet’ button as the news broke that the
Duchess of Cambridge is expecting her second child. Nissan launched a tactical
ad just seven minutes after the official announcement emerged from Clarence
House. The world may have changed irrevocably due to advances in technology,
but it seems the fervour that surrounds the arrival of a royal baby is here to
‘Right to be forgotten’ ruling
Balancing the demands of freedom of expression with the
right to privacy remained at the top of the marketing agenda in 2014. The
‘right to be forgotten’ was recognised in May by the European Court of Justice.
Under the ruling, individuals may request that search engines operating in
Europe take down links to articles about them. Reactions to it have bordered on
the hysterical, with MailOnline publisher Martin Clark claiming that ‘de-linking’
was "the equivalent of going into libraries and burning books you don’t
like". The change puts search engines such as Google in the impossible
position of judge and jury, in that it will be required to make specific
decisions about whether or not to link to content. In response, Google has
scrambled to put together an advisory council, which includes Wikipedia
co-founder Jimmy Wales and Sylvie Kauffman, the editorial director of Le Monde,
to limit the damage to the brand and attempt to create a workable solution.
For Google, the challenge remains the mounting concern
globally over its virtual monopoly in the search sphere, and among consumers
about their privacy and digital footprint. The backlash over the latter has
already started to ripple through Silicon Valley, with the right to be
forgotten just the tip of the iceberg.
Christmas gets deep
and emotional this year!
The retail market’s Christmas ad bonanza is the UK
industry’s version of the US’ Super Bowl ad break, the most sparkling display
of creativity of the year. While this year John Lewis’ Monty the Penguin got
the early headlines, Sainsbury’s also won plenty of media coverage – and many
The supermarket and its agency, Abbot Mead Vickers BBDO,
delivered a moving ad set during World War I’s Christmas truce, featuring a
British solider venturing into no man’s land. Based on the football matches
that took place between British and German forces on 25 December 1914, the ad
ends with a British soldier giving his German counterpart a chocolate bar.
The supermarket, which has a 20-year relationship with the
charity, has provided a poignant reminder of the sacrifices of those who served
– although its use of such a vast human tragedy in an ad has drawn criticism.
Best Campaign of 2014
For the best campaign of the year they chose BBC Music’s rendition
of the Beach Boys God Only Knows, this campaign bought so many great singers
together and made you want to watch it over and over again!