Business
The top 5 marketing & advertising campaigns of 2024
- Specsavers: ‘Should’ve Gone to Specsavers’
Continuing its long-running and successful ‘Should’ve Gone to Specsavers’ campaign, Specsavers introduced a fresh and humorous stunt in Edinburgh that perfectly encapsulated its self-deprecating humour.
The campaign featured a Specsavers-branded van awkwardly parked with its backend suspended by automatic bollards, accompanied by a cautionary sign. This visual gag was a direct nod to the brand’s famous tagline.
The clever stunt quickly went viral, with images and comments spreading across social media, amplifying their digital PR efforts, and reinforcing the enduring appeal of Specsavers’ comedic approach.
- Monzo: ‘How the Nation Monzo’d through 2023’
Monzo’s 2024 campaign took a unique, data-driven approach to out-of-home advertising, highlighting the quirky spending habits of different cities across the UK. One standout example was Cardiff, humorously spotlighted as the city that spent the most at Specsavers nationwide.
This clever use of first-party data allowed Monzo to connect with consumers on a hyper-local level, making the campaign feel personal and relevant.
By turning everyday spending data into engaging, city-specific narratives, Monzo demonstrated the power of personalisation in advertising, showcasing the bank’s ability to create content that resonates deeply with local audiences.
- IRN BRU: ‘Optimism & Mannschaft’
IRN BRU’s 2024 campaign, themed “Optimism & Mannschaft,” was a masterclass in tapping into the national sentiment surrounding Scottish football ahead of the 2024 Euros. The campaign featured three witty videos that built on the growing anticipation among Scotland fans.
In the first video, a GP humorously diagnoses a patient with a rare case of “optimism,” prescribing a ticket to the Scotland vs. Germany match and a can of IRN BRU. The subsequent videos continued this theme, using cheeky innuendos and Scottish humour to depict the spread of optimism among fans.
The campaign resonated strongly with the audience, sparking widespread social media engagement and reinforcing IRN BRU’s reputation for using signature humour to celebrate Scottish culture.
- Women’s Aid: ‘No More Years of Hurt’
While IRN BRU may have capitalised on the humorous side of football, Women’s Aid have skilfully brought attention to its darker side. Their ‘No More Years of Hurt’ campaign, coinciding with the Euros, highlighted the alarming rise in domestic abuse incidents during major football tournaments.
Building on its previous ‘He’s Coming Home‘ campaign, this initiative uses symbolic football scarves with subverted chants to draw attention to the issue. Research shows domestic abuse increases by 38% when England loses and 26% when they win or draw.
The campaign aims to bring domestic abuse out of the shadows, using football culture to spark conversations and raise awareness during a time when violence against women is at its peak and support services are underfunded.
- British Airways: ‘A British Original’
In 2024, British Airways launched a minimalist campaign that broke away from traditional advertising norms. The campaign featured no logo, slogan, or call to action, elements usually deemed essential in branding. Instead, it focused solely on passengers’ faces as they gazed out of airplane windows, captured in heavily cropped images.
The striking simplicity of this approach relied entirely on British Airways’ strong brand recognition to convey its message, sparking widespread conversation and debate.
his campaign demonstrated that a bold, less-is-more strategy can effectively capture attention and engage audiences on a deeper emotional level, highlighting the airline’s confidence in its brand identity and its ability to innovate within a competitive industry.
Conclusion
The advertising and marketing campaigns of 2024 have so far showcased a variety of creative approaches that have effectively captured audience attention and built strong brand connections. Specsavers’ humorous stunt, and Monzo’s personalised data-driven ads, demonstrated the power of understanding and engaging with specific audiences.
IRN BRU and Women’s Aid both leveraged the cultural moment of the Euros, albeit with vastly different tones—one celebrating Scottish optimism with humour, the other drawing attention to the serious issue of domestic abuse. British Airways’ minimalist strategy highlighted the strength of brand identity without relying on traditional advertising elements.
Together, these campaigns illustrate the diverse and effective strategies brands can use to make a lasting impact in a competitive landscape.
(Image: Aidan McNelis / SWNS)
Business
Beer and pub industry supports 44,000 jobs in Wales – but jobs ‘could be at risk’
WALES’ beer and pub sector supports 44,000 jobs but urgently needs the upcoming Budget to help it so it can keep people in work, the trade body has warned.
These figures demonstrate that people around the country depend upon the industry to keep them in work and put money in their pockets, the British Beer and Pub Association (BBPA) said.
But despite this, pubs make an average of just 12p on every pint of beer once taxes and costs have been deducted.
Now the BBPA is calling for a reduction in soaring costs of doing business. It says the industry needs the Budget to help it continue to invest in business and people and remain a home away from home in communities across the country.
Emma McClarkin, CEO of the BBPA, said: “Our brewers and pubs are helping people around the country earn money, gain skills and experience, and support both the local and national economy.
“From those pulling pints to the farmers growing the hops, so many rely on our treasured beer and pub sector for their livelihoods and careers.
“But for the job market to flourish – and for us to keep supporting those jobs – it’s vital our sector is given the support it needs to continue.
“We are urging the Government protect the Great British brewing and pub sector – the beating heart of our communities – to ensure it can remain a driving force for growth, jobs, investment and social value whilst keeping the price of a pint affordable for all.”
The BBPA is calling on the Government to use the upcoming Budget to cut beer duty, reform business rates, and pledge to keep the 75% business rates relief so that pubs and brewers can keep people in work and support more jobs.
A 5% cut in beer duty in the upcoming Budget would result in up to 12,000 additional jobs across the UK, mainly in pubs. This is due to the dynamic effects of increased prices at the bar reducing demand from consumers, who are sensitive to costs rising. Decreased demand for drinks in pubs leads to closures and job losses so keeping the price of a pint affordable will allow the sector to thrive and employ even more people.
The industry is facing multiple burdens and restrictions in the form of proposed eyewatering packaging taxes and a potential beer garden smoking ban.
The industry is one for the most heavily taxed business sectors per pound of turnover in the UK with tax making up 40% of UK brewing turnover and £1 in every £3 spent in pubs.
The BBPA warns any additional price increases, on top of the inflationary pressures of the last few years, would tip many beer and pub businesses over the edge.
Business
Council denies responsibility for The Range store’s snub of Haverfordwest
THIS week Pembrokeshire County Council has refuted claims circulating on social media that it was responsible for The Range’s decision not to open a store in the former Wilko unit in Haverfordwest.
The rumors, which gained traction on Facebook this week, suggested that the discount retailer pulled out due to issues related to car parking charges in the nearby Perrots Road car park.
A council spokesperson addressed the situation, on Wednesday (Sept 18) telling The Herald: “There is absolutely no truth in the rumour that The Range decided not to take on the former Wilko store in Haverfordwest due to car parking charges in the nearby Perrots Road car park. The Council is unaware of where this rumour has come from.”
This statement comes in response to a flurry of social media activity, where several residents expressed their disappointment and frustration. One user, Stephen Hughes, sparked conversation with a post claiming, “Range wanted to go to Wilko and the council refused free parking at Haverfordwest absolutely shocking.” The post received multiple comments, reflecting the growing frustration among the community.
Chris Wilson said: “The council seemed determined to wreck Haverfordwest,” while Julie McIntosh added, “OMG we will never have them now.”
These sentiments echo a broader dissatisfaction with the current state of the Haverfordwest town centre.
The council, however, has made it clear that The Range’s decision was independent of any car parking policies. “While The Range ultimately decided not to proceed, the Council is currently in detailed discussions with a prospective tenant for the unit and very much hope to have the building brought back into use as soon as possible,” the spokesperson added.
The speculation on social media highlights the ongoing concerns about the town’s retail prospects and the council’s role in facilitating or hindering economic development.
Recent reports indicate that The Range is expanding in the UK, with five new branches opening by Christmas in locations such as Walkden, Cwmbran, Leamington Spa, Chelmsford, and Oswestry.
Additionally, The Range’s parent company, CDS Superstores, has announced plans to reopen up to 300 Wilko stores after acquiring the brand, with five concept stores expected to open by Christmas 2024
Despite Haverfordwest now being off the list, it remains to be seen how the situation will unfold and whether the prospective tenant will bring a new chapter to Haverfordwest’s retail scene.
Business
Recruitment drive for Ledwood as company looks to fill 40 roles
A PEMBROKE DOCK-based engineering, fabrication and construction company is recruiting with up to 40 role available.
Ledwood has launched the recruitment drive as it prepares to scale-up the delivery of key projects throughout the UK.
All required for client projects in the energy production and processing industries are welders, mechanical fitters, pipe fitters, riggers and platers.
Schemes include South Hook and Valero in Pembroke Dock, Hinkley Point C in Somerset, the Fawley TAR turnaround project in Southampton and the VINCI joint venture (EVT) project at Isle of Grain in Kent.
Nick Revell, managing director of Ledwood Mechanical Engineering, said: “With an extensive fabrication facility at Pembroke Dock, we deliver complex engineering projects throughout the UK. Unprecedented demand means that we now have vacancies for both qualified personnel and those looking for apprenticeships. We hope these opportunities will be of interest to those seeking new careers, particularly given the demise of Tata Steel in Port Talbot, and would also like to hear from anyone looking for an apprenticeship.”
Ledwood specialises in the delivery of complex projects in the process and energy sectors.
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