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Most Read of 2024: UK鈥檚 Biggest Stories

10/12/2024
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天美棋牌 takes a look at the most read stories from the UK, featuring beautifully-crafted work, award winners, events, and touching tributes to greats the industry lost
There鈥檚 not really such a thing as a quiet year in adland and today we鈥檙e taking a look at the stories from the UK that piqued our readers鈥 interest in 2024. It was, unsurprisingly, a big year for stories featuring AI, whether that鈥檚 announcements of how companies are integrating the developing technology into their business models or work that utilises it successfully. 


The state of production was another big conversation and one that鈥檚 unlikely to quieten down next year as more mergers and acquisitions rear their heads. 


On a more sombre note, 天美棋牌 served as a space for memorial in the wake of the tragic loss of two of the UK industry鈥檚 great creative minds this year: Gary Koepke and Dave 鈥楲uddy鈥 Ludlam. The tributes to them were penned by their friends, collating stories, memories, and the work that they were known for. 


Below is 天美棋牌鈥檚 selection of UK鈥檚 most read stories of the year, curated by UK editor, Zhenya Tsenzharyk.




RSA Films' Sam Coleman鈥檚 work highlighting Oracle Red Bull Racing鈥檚 support of bringing a Formula 1 event back to Africa made a huge splash. Produced by Iconic Agency in collaboration with Patriot Films, the film follows F1 legend David Coulthard as he breaks into Johannesburg鈥檚 hallowed Kyalami racetrack to see if Red Bull鈥檚 RB7 car has what it takes. Part action-epic, part comedy, the four-minute short is ambitious, creative, and completely realised on screen. 





As  2024 kicked off we revealed another crop of winners from 天美棋牌鈥檚 very own awards 鈥 the show with no categories and no set amount of winners. That means it鈥檚 all down to the judges鈥 discretion and the quality of the work, of course, to determine what deserves the 鈥業mmortal鈥 moniker. This year projects for Apple, CANAL+ and Kraft Heinz were crowned Immortal, with nine more receiving commendations to set the creative standard for the year ahead.



In the fragmented production landscape, Hogarth CEO Richard Glasson and WPP CEO Mark Read saw opportunity, wrote 天美棋牌鈥檚 Laura Swinton. It planned to achieve that by focusing on AI technology and platforms that the holding company believes will both create efficiencies for the bottom line and up opportunities for clients 鈥 as well as the more streamlined WPP structure, which saw the selection box of agency networks whittled down to just six hero brands (VML, AKQA, Ogilvy, Hogarth, GroupM and Burson). 


A Tribute to Gary Koepke, The Coolest Man I鈥檝e Ever Met


In 2024, the industry lost a great creative mind, Gary Koepke, dubbed 鈥榯he coolest man on earth鈥 by his friend and Brothers and Sisters CEO Matt Charlton. Gary, the co-founder of legendary ad agency Modernista!, passed away suddenly of a heart attack and the tributes poured in soon after. 鈥淢any many will have their own stories of Gary. To me, he was the coolest guy I've ever met. So my world just got a little bit less cool. I guess where Gary is now he is going to have to compete with Sinatra in cool stakes, but I wouldn鈥檛 bet against him winning old Frank over,鈥 wrote Matt, in a touching reminiscence of everything that made Gary who he was. 



Stan Culture & the Ridiculously Determined Marketing Behind It


We鈥檝e seen the power of the 鈥榮tan鈥 before but in 2024 it (possibly) reached its apotheosis with Taylor Swift鈥檚 Eras Tour. Here Be Dragons鈥 senior account and social media executive, Aggy Kazlauska,s delved into the new social media trend that he coined 鈥榮tan marketing鈥 by analysing the tactics employed by Swifties (Taylor鈥檚 most devoted fans) to ensure that everything she does 鈥 from releasing music to product collaborations 鈥 becomes a huge success. 鈥淪o, what does this mean for brands? I believe the obvious answer here is connecting with audiences, and to do that through a comedic approach. What鈥檚 there to lose, after all? These artists have dedicated listeners for a reason, and tapping into them could be the perfect way to break through and connect with gen-z, arguably the most important audience currently,鈥 Aggy incisively argued. 


鈥淎 Unique Kind of Magic鈥: A Boy, His Octopus Pal and Taika Waititi Warm Our Hearts with Disney鈥檚 Christmas Ad


天美棋牌 readers were enchanted by Disney鈥檚 Christmas tale of a boy and his octopus in a spot directed by none other than Taika Waititi. It was edited by Final Cut and devised by the team adam&eveDDB. 天美棋牌鈥檚 Laura Swinton chatted to Tim Pennoyer, director of brand marketing at Disney, about the brand鈥檚 brief and how everyone pitched in to make the magical ad. 





The New Production Cocktail: How Production Companies and In-House Studios are Mixing Things Up


Adland whispered, ranted, and sighed over the state of production in 2024. To get to the bottom of it all, 天美棋牌鈥檚 Alex Reeves took it upon himself to speak to different representatives from the production landscape to determine what actually IS going on and whether there鈥檚 a way for everyone to work better together. The comprehensive exploration dove deep into the successes, anxieties, and opportunities facing all the players to provide the answers adland is looking for. 


Jellyfish Unveils Next-Gen Creative Structure with Gen AI at Its Core


With gen AI infiltrating more and more corners of advertising, everyone wants to know how their friends and competitors are integrating it into their business models. Some are doing it on the down low, while others are keen to show the industry exactly how they鈥檒l be utilising it. The announcement from Jellyfish highlighted how the company is the first globally to connect content, data, and media in real-time, powered by gen AI. The new creative model combines tech-driven ideation with human-generated social creativity, connecting all 400 content and experience experts across the globe through the integration of Pencil Pro.



Better Together London 2024: Speaker Line Up & Agenda


This year saw 天美棋牌 do what we know we鈥檙e really good at: getting industry people in a room and creating important conversations that are 鈥 always! 鈥 as informative as they are fun. That was exactly the agenda of our first 鈥楤etter Together鈥 event, hosted by Park Village Studios in October. It was an exclusive gathering of 200 of London's finest marketers, creatives, agency and production folk for a full day of panel discussions and networking opportunities. It was a great success, even if we do say so ourselves, and the start of a new era for 天美棋牌鈥



IDLES Reimagines Iconic Coldplay Video Using AI


AI didn鈥檛 stay out of the music business this year either. British rock band IDLES unveiled a surprise collaboration: they brought together the video from Coldplay鈥檚 classic song 鈥榊ellow鈥 with their own single, 鈥楪race鈥. The new version was created by production studio Joyrider with VFX experts Stone Dogs, making it look like Chris Martin was singing IDLES鈥 new track. Joyrider鈥檚 director Jonathan Irwin, who utilised various AI tech solutions to land on the best way of making Chris Martin look like he was actually singing 鈥楪race鈥, whilst maintaining the integrity of Chris鈥檚 original performance.





Remembering Dave 鈥楲uddy鈥 Ludlam: A Colourful Life in Every Frame


The industry lost another great in colourist Dave 鈥楲uddy鈥 Ludham. The tribute, collated by Andrew 鈥楤arnsley鈥 Wood, presented unforgettable accounts of his legendary life from friends, colleagues, and co-adventurers over the years. 鈥淎nyone and everyone who knew Dave, would surely agree that he was truly a unique character. One of a kind. Straight out of a movie. Terry Venables meets Sid James, with his knack for telling a story, and his unmistakable roaring laughter,鈥 wrote Barnsley of his late friend. 


How Gen Z Are Creating Their Own Wellness Culture


Gen z is having quite an effect on all aspects of culture. Rachel Matovu, strategy director at Amplify, spotted another trend: they鈥檙e remaking wellness culture to suit their own definitions. 鈥淕en z鈥檚 well-being has been dramatically impacted by their confidence to connect beyond the screen. Partly a result of behaviours from the pandemic that led them to spend an inordinate amount of time away from friends, gen z are some of the hardest hit by the connection recession,鈥 wrote Rachel while setting out how they鈥檙e pushing back against 鈥榓bsurdist鈥 wellness solutions. 


Skincare Brand The Ordinary Favours Science Over Celebrity


The Ordinary, a skincare brand that does things differently, teamed up with a creative agency Uncommon that takes the same approach. This resulted in a campaign devoid of loud, unsubstantiated claims and celebrity endorsements. Instead, the work calls attention to the power of negative space and restraint through strikingly simple and meticulously crafted OOH featuring beautifully written words that speak to the brand鈥檚 philosophy of science over celebrity and marketing claims.


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