Ad Age reveals 2020’s Marketers of the Year this morning and top of the list is TikTok, the social media platform that has emerged as a major pop-culture force in 2020, despite being on the verge of a ban in the U.S.
While White House talks continue over TikTok’s future, Ad Age’s Garett Sloane writes that “TikTok’s marketing is cruising along as coolly as Nathan Apodaca (aka Dogg Face) lip-syncing 'Dreams' and sipping Ocean Spray.” On top of that, marketers including Mtn Dew, Hyundai, Procter & Gamble and Chipotle made it a key component in their marketing, as did beauty brand e.l.f., another of our Marketers of the Year.
Other brands on our list include meditation app Calm, whose Election Day marketing set a new standard for timely product placement; Etsy, which smartly tapped into trends like DIY and indeed face masks; and McDonald’s, whose Travis Scott collaboration proved wildly popular. There’s also Lego, which kept families entertained during the pandemic, and the anti-trump Conservative PAC The Lincoln Project. Take a look at the complete list here.