We Didn’t Start the (Retail) Fire

Adweek’s Lisa Lacy compiled an epic, sweeping recap and analysis of the 2020 retail roller coaster—we’re talking ‘We Didn’t Start the Fire’ in terms of detail, variation and intensity. Relive the ride, from panic buying, toilet paper hoarding and virtual experiences to lawsuits and walkouts topping a heap of drama at Amazon. Oh, and did I mention ecommerce? Because that’s what it’s all about.

How 2020 changed the retail world: It was always burning, but the flames are really leaping now.

Plenty of us turn to television for comfort and digestible lessons, but it’s the folks behind the shows who can predict what TV itself will look like and why. That’s why Adweek’s Jason Lynch went straight to the top for answers, talking to execs from NBCUniversal, HBO Max, CBS Entertainment, Tubi, Showtime and more to discover what they learned in 2020 and give us an idea of what’s to come.

What does innovation look like now? “I learned that if we rise to the occasion, our audience will follow us.” 

If ecommerce is the buzzword for retail, “uncertainty” is the buzzword for—well, really, everyone after 2020. But ad tech is facing several simultaneous existential crises, brought on not only by the pandemic but with an added helping of cookie-death. The IAB surveyed 250 ad buyers from brands, agencies and marketing firms for its 2021 Marketplace Outlook Survey and found that that uncertainty is just as rampant internally as externally: Only 8% of ad buyers have their 2021 budgets figured out, and almost 50% either have no idea or are only working with ballpark estimates.

Spend on the wild side: See the data on what those (few) who have figured out their budgets plan to do with them.

Reddit has long been known for its festering hate-holes—though it has in recent years taken steps to combat them. Its latest move, the acquisition of the TikTok-like app Dubsmash, shows that the company is making a firmer commitment to inclusion and representation—and aims to make the platform more attractive to advertisers. 

Touting the numbers: Reddit wasted no time in boasting Dubsmash’s high percentage of women and Black users.

Twitter has once again leveraged its users’ content in a new campaign that shouts a firm but funny “good riddance” at 2020. The collection of billboards includes humorous but earnest goodbyes to the hated year, including tweets from Dionne Warwick, Angie Thomas and many more, selected from among millions.

The marketer doubled down on her 'fast, messy, awesome' ethos in 2020.

The singer reminds us brighter days will come in spot for booking site On the Beach from agency Uncommon.

B-to-b salespeople sending messages is playing a numbers game.

In a year where all contact was digital, some marketers finally found their voice.

Brand safety during the pandemic.

The appointment expands a global relationship which includes China, India and the U.K.

The brand’s Sustainable Living Plan set a course for its future.