Watch Mark Ritson share his 10 global marketing moments of 2025

Moderately than specializing in novelty or virality alone, the video revisits moments that had a fabric affect on enterprise efficiency, class considering or advertising observe. These embody model technique pivots, media funding choices and examples of disciplined, long-term considering in distinction to short-termism.

For entrepreneurs navigating tighter budgets and better scrutiny, the abstract provides a structured approach to assess what actually moved the needle.

These are the largest advertising moments of the yr:

 Omnicom’s merger and model consolidation. The merger of Omnicom and IPG created the world’s largest promoting company, a significant paradigm shift within the sector. Mark Ritson likens the method to the ruthless effectivity of the brown rat (you will want to observe), arguing that whereas some manufacturers had been consolidated, extra cuts are doubtless vital for true effectivity. 

Tylenol disaster and the facility of doing nothing. Amid governmental allegations that Tylenol could possibly be linked to autism, Tylenol’s administration adopted a “Fabian” technique: they responded minimally, refusing to legitimize unfounded claims or provoke political escalation. 

Tesla’s fighter model mishap. Tesla’s launch of a stripped-down, cheaper Mannequin 3 in Europe was an try and struggle off aggressive competitors from Chinese language manufacturers, notably BYD. Nevertheless, this “fighter model” technique is dangerous and infrequently succeeds. 

American Eagle’s controversial Sydney Sweeney marketing campaign. A brand new marketing campaign that includes Sydney Sweeney stirred debate over perceived white supremacy canine whistles, although this was not American Eagle’s intent. The controversy highlighted the thought of polysemy in promoting – completely different folks drawing completely different meanings. 

Amazon’s victory with previous advertisements. Amazon’s resolution to rerun a profitable 2023 Christmas advert in 2025, as an alternative of making new work, demonstrated that long-running, acquainted campaigns can outperform new ones in each gross sales and brand-building metrics. 

Cracker Barrel’s rebranding catastrophe. In an effort to modernize, Cracker Barrel undertook a drastic rebrand, solely to face intense backlash from its loyal buyer base – amplified when even President Trump chimed in. The corporate reversed course, restoring the previous brand, however not earlier than same-store gross sales dropped. 

Starbucks’ new (smart) model positioning. Starbucks lastly ditched its famously imprecise and overblown mission statements, beneath the steering of latest CEO Brian Nichol. The corporate now guarantees merely to serve the world’s best espresso with a second of connection. 

New management instructions at Unilever and Nestlé. Two of the world’s largest FMCG corporations noticed dramatic adjustments on the prime. Unilever’s Fernando Fernandez targeted closely on influencers and digital comms – arguably lacking larger strategic wants – whereas Nestlé’s Philip Navratil applied daring measures, together with main layoffs, elevated advert spend and sturdy model consolidation. 

Meta’s (Fb/Instagram) rip-off advertisements. An exposé revealed that Meta earns billions – an estimated 10% of its promoting income – from fraudulent advertisements, equivalent to deepfake movie star scams. Inside restrictions make it almost not possible for Meta groups to meaningfully police fraud and trade response has been surprisingly muted. 

Shrinkflation and the rise of “maximinflation”. Situations like Dunkin Donuts giving much less product when clients ask for no ice, or Milka shrinking chocolate bars whereas concurrently elevating costs, replicate a broader trade development: “maximinflation” (elevating value and shrinking dimension without delay). Shopper sensitivity to those adjustments is rising, particularly in markets like Germany, the place backlash impacts gross sales.

Did Mark miss any moments? Be sure to let him know on LinkedIn.