Uncensored CMO: Mark Ritson’s Top Marketing Moments of 2025

Key Take Aways

1. Consolidation in the advertising industry remains central, with major mergers such as IPG’s strategic moves highlighting ongoing industry realignment and potential impacts on client service models.

2. Industry observers are noting a bifurcation, where large global networks coexist with a proliferation of small, independent creative agencies—a trend that could influence client flexibility and bespoke offerings.

3. Crisis management exemplified by Tylenol’s response during a health scare remains a benchmark; the importance of early, decisive communication versus adopting a passive stance is emphasised.

4. The relevance of strategic inaction is underlined, encouraging marketers to consider “doing nothing” as a valid option within crisis response strategies.

5. Tesla’s market position in Europe is under threat due to increased competition from Chinese electric vehicle brands and ageing product lines, prompting strategic moves like launching lower-cost variants.

6. The concept of fighter brands—low-priced variants created favourably for competitive assault rather than customer preference—illustrates a deliberate strategic approach that risks cannibalising parent brand profitability.

7. Brand activism and reaction to sensitive campaigns are shifting, with a noted trend towards brands being braver, and deliberate decisions to not apologise or withdraw campaigns quickly when faced with controversy.

8. Campaign longevity and repurposing—using familiar, established creative assets—are critical for building sustained emotional brand relevance over multiple campaigns.

9. Digital platforms such as Meta are aware of, yet accommodating, fraud and fake advertising, with insights revealing billions of dollars of revenue derived from fraudulent activity and limited enforcement action.

10. Consumers increasingly challenge surreptitious pricing tactics like shrinkflation and stealth price increases, which has led to declining sales and consumer distrust—an indicator that growth strategies relying on cost-cutting are unsustainable.

11. Major companies are recognising the importance of clear positioning, authentic brand values, and distinctive assets as foundational to stabilising and enhancing brand relevance.

12. The role of leadership in branding strategy emerges strongly, with CEOs taking active roles in shaping brand meaning and positioning, often against a backdrop of industry volatility and consumer scepticism.

Key Statistics

• Publicis has been winning industry consolidation since the rise of centralised models, with IPG and Omnicom now undergoing significant merger activity.

• Tylenol historically responded to health crises with the ‘Tylenol 180’ strategy, which turned a product crisis into a brand strength, whereas recent responses involved limited engagement.

• European market share for Tesla in certain countries has plummeted by approximately 65% year on year.

• American Eagle’s advert featuring Sydney Sweeney resulted in a record 1 million new customers in the subsequent quarter.

• Up to 45% of negative Twitter sentiment regarding the Cracker Barrel rebrand was generated by bot accounts.

• The global market is witnessing an estimated 16 billion dollars annually in revenue from fraudulent advertising on Meta platforms, with only 1% being actively suppressed.

• Consumer concern over rising prices, including shrinkflation, now exceeds other issues like immigration and healthcare in multiple countries.

• Milka in Germany reduced chocolate bar size by 10 grams and increased the price by 50 cents without notifying consumers; sales subsequently dropped by 20%.

Key Discussion Points

• The ongoing consolidation within the global advertising industry and its implications for client agencies and operational structures.

• The strategic potential of ‘doing nothing’ in crisis management, supported by classic military and business case studies.

• The challenges faced by Tesla in Europe due to rising Chinese competition and the strategic introduction of lower-cost fighter variants.

• The importance of brand bravery in controversy prevention and response, including maintaining campaigns despite public outcry.

• The value of leveraging familiar creative assets repeatedly to build familiarity and emotional attachment in brand advertising.

• The pervasiveness of online advertising fraud, Meta’s role, and the moral and commercial consequences for brands and consumers.

• The rising influence of consumer pushback on covert pricing practices like shrinkflation, signalling a potential shift in growth strategies.

• How leadership and positioning clarity impact brand health, with a focus on Starbucks’ realignment towards core value propositions.

• The tendency of big brands to focus on gimmicks and “growth hacking,” often at the expense of foundational brand strategy.

• The significance of authentic storytelling, distinctive assets, and long-term campaign planning for sustained brand relevance.

• The repercussions of poorly executed rebranding, exemplified by Cracker Barrel, and the importance of aligning rebranding with customer expectations.

• The emergence of new terminology such as “maxi miniflation” to describe surreptitious price and size reductions, reflecting shifting consumer and industry dynamics.

Podcast Description

This podcast features candid discussions and insights into key trends shaping the marketing landscape, with a focus on real-world crises, industry consolidations, digital fraud, and strategic branding shifts. Hosted by senior marketing strategists, it offers practical analysis of recent developments, illustrating what senior managers in financial services and beyond can learn about navigating unpredictable market environments. The hosts blend factual reporting with humour and emotional intelligence, providing a nuanced perspective on how brands respond to industry challenges and consumer behaviours in a rapidly evolving world.