The marketing industry is unique in its ability to reflect, shape and influence culture. BITE’s top ten marketing moments of 2024 are indicative of a year pushed forward by people, entertainment, diversity and achievement. Let's all take a moment to hold space for the marketing moments that made 2024 so memorable.

Charli XCX and Wicked painted a year that was determined to be grey, by elections and economic recovery, bright green. For in a world set to zig, those that zag prove that creativity shines through. In the midst of a super-election year, where brands were forced to battle against far-right backlash, the most significant and memorable moments of the year lie in the unexpected. The sports storytelling of one of the world’s most inclusive Olympic games to date saw muffins, a casual Turkish shooter, Simone Biles's recovery and an unforgettable Paralympics steal the hearts of the world.

Taylor Swift’s Eras Tour proved the gigantic power of female narratives and their undeniable economic impact. While brands like E45 and Virgin Atlantic who stand for what they believe in 100% of the time managed to create award-winning campaigns that won over audiences who have long grown tired of the same old campaigns.

2024 proved the power of doing things differently. Even in hostile markets it is still possible to cut through and connect. With that ethos in mind please enjoy BITE’s Top Ten Marketing Moments of the Year.

10. Wicked halos the cinematic experience

9. Marketing’s AI inflection point

8. E45 shows the enduring power of inclusion

7. Social media’s reckoning

6. Thankyou for the Christmas ads

5. Marketing’s forever election

4. Creative bravery beyond the backlash

3. The Eras tour

2. Brat summer

1. The new era of sports storytelling