If we had to sum up 2024 in three words, they’d be: Trump, Tuah, and mergers. Oh, my. This year felt like a mashup of a political thriller, corporate soap opera, and the internet’s wildest fever dream.
In one of the loopiest election years ever, we saw an incumbent president drop out, only to be replaced by their vice president—who promptly lost to a former president. Oh, and this former president also had a biopic released about his early years. Because, why not?
But even that spectacle couldn’t overshadow July’s most viral memes: “They’re eating the dogs. They’re eating the cats.” If you know, you know.
2024 was also a year of marriages—but not the ‘I do’ kind. Corporate matchmaking was in full swing. First, Omnicom merged DDB, BBDO, and TBWA (seriously, how many bees do they need?) into OAG. Then, the mega-holding company channeled its inner Galactus and devoured Interpublic for a casual $13 billion. Cue the question of the year: “Can I work at BBDO in the morning and hop across the street to McCann in the afternoon?”
Meanwhile, Paramount finally tied the knot with Skydance after years of courtship. And, in an unexpected twist, Deutsch LA and Deutsch NY decided to “consciously uncouple.”
The NBA uncoupled itself with TNT and entered a “thruple” with NBC, Amazon and Disney beginning with the 2025 – 2026 season.
On the labor front, we narrowly avoided a catastrophic industry collision as IATSE overwhelmingly reached a deal with AMPTP. Crisis averted. However, Los Angeles-based production continued to dip, leaving many below the line workers moving, selling their homes or considering other careers.
Advertising also delivered its share of nostalgia and controversy. TBWA\Chiat\Day revived the iconic Gatorade tagline, “Is It In You?” while Coke dropped an AI-generated Christmas commercial that left viewers wondering, “Is anyone in there?” Apple wasn’t spared either, taking heat for its iPad Pro ad.
And then there were the losses. The industry bid farewell to two titans: W+K’s Jim Riswold and DeVito/Verdi’s Sal DeVito.
On a lighter note, Geico resurrected its Caveman, this time played by Jeff Daniel Phillips. And AT&T’s Lily, played by Milana Vayntrub, fought back against internet trolls who clearly need to find hobbies beyond their mom’s basements.
Pop culture in 2024 was dominated by three names: Taylor, Hailey, and Sabrina. Taylor Swift dropped her 31-song Tortured Poet’s Department, which quite literally broke Spotify. Sabrina Carpenter proved good things come in small packages with her Grammy-nominated Short and Sweet album. Was Espresso ever so popular? And Hailey Welch? She didn’t sing, but made waves with her unforgettable “Hawk Tuah” moment.
And speaking of “Hawk Tuah,” there’s Diddy. Let’s just say Johnson & Johnson won’t be getting behind (or in front for that matter) to endorse him anytime soon.
Without further ado, here are Reel 360 News’s Top 24 stories of 2024:
24. Two female students file sexual assault report at Cannes Lions
Two 20-year-old female marketing students, from the United States, have filed a report with the Cannes police accusing a U.S. advertising contractor, also attending the festival, of sexual assault. The incident reportedly took place in the early hours of June 20, in the garden of the Carlton Hotel during the Cannes Lions International Festival of Creativity.
Referred to as ‘Emma’ and ‘Julie’ in the article to protect their identities, both claim the man groped them and made inappropriate comments about the role of men’s “forwardness” in achieving success in the advertising industry.
23. Boom! The Towering Inferno turns 50
One tiny spark became five decades of blazing suspense. Fifty years ago, on December 14, 1974, audiences worldwide were captivated by a cinematic masterpiece that set the standard for disaster films. The Towering Inferno, directed by John Guillermin and produced by Irwin Allen, was an epic spectacle of fire, fear, and fortitude.
To this day, the film, starring Steve McQueen, Paul Newman, William Holden and Faye Dunaway, remains the gold standard of the genre, a towering achievement (literally and figuratively) that has inspired generations of filmmakers and fans alike.
22. AICP releases pivotal report on future of commercial production
The Association of Independent Commercial Producers (AICP), announced the publication of a comprehensive report on the commercial production and post-production industry.
Titled “Craft & Commerce: Opportunities for Marketing in the Motion Image,” the report was created for AICP by The Nucleus Group, a leading strategy and research organization. It’s being shared not only with the AICP membership but also with the wider industry, including marketers and advertising agencies. It can be accessed and downloaded here.
21. Geico resurrects iconic Caveman in dramatic 2-minute spot
In January, insurance giant Geico known for its memorable advertising campaigns, thawed out one of its iconic characters — the Caveman.
The character gained fame in 2004 with the slogan “Geico’s so easy, a caveman can do it,” sparking a series of memorable commercials and even a sitcom. The upcoming two-minute spot, titled “The Nightmare,” marks the first major appearance of the Caveman in years and premiered during NBC Sunday Night Football Live in December.
20. Concern in Los Angeles rises, as scripted production declines
FilmLA’s 2023 Scripted Content Study revealed concerning trends for Los Angeles, as the city continues to lose its stronghold on film and television production.
The study, which analyzes U.S.-produced, first-run, English-language scripted projects, showed that Los Angeles saw a 19.7% decline in its share of production projects, dropping from 228 in 2022 to just 183 in 2023. This drop has significant implications not only for the entertainment industry but also for the broader California economy.
19. When advertising goes dark: trolls harass AT&T’s “Lily”
The lives of actresses Stephanie Courtney and Milana Vayntrub, known for portraying iconic brand characters Flo (Progressive) and Lily (AT&T), respectively, shed light on the complexities of fame, public perception, and the consequences of brand endorsement.
Stephanie Courtney’s portrayal of Flo has been immensely profitable, allowing her financial security to the extent that she may never need to work again. Despite the widespread recognition of Flo, Courtney has managed to avoid becoming a target of explicit and inappropriate online attention, a common challenge for women in public-facing roles.
On the other hand, Vayntrub, who played Lily, faced a starkly different trajectory. In a recent profile, Vayntrub opened up about the challenges she faced during her resurgence as the face of the telecommunications company amid the pandemic.
18. Omnicom consolidates DDB, BBDO, TBWA under OAG
In August, Omnicom Group Inc. launched the Omnicom Advertising Group (OAG), a pioneering initiative set to redefine the landscape of creative services. This new conglomerate aligns powerhouse agencies like BBDO, DDB, TBWA, alma, GSD&M, Goodby, Silverstein and Partners as well as several leading entities from the Advertising Collective under a unified leadership.
This strategic alignment is poised to turbocharge investments in cutting-edge tools, technologies, and artificial intelligence platforms to elevate creative solutions across the board.
17. Superman: A teaser full of emotion, heart and action
Things are looking up for DC Studios. The first teaser trailer for James Gunn’s Superman finally arrived a week before Christmas, giving fans a tantalizing glimpse of the Man of Steel’s highly anticipated return to the big screen. As the first feature film in DC Studios’ reimagined universe, this trailer perfectly balances heart-pounding action with the emotional core that has always defined Superman’s story.
16. NBA on verge of $76B deal with NBC, Amazon, Disney/ESPN
The NBA finalized a monumental media rights deal with NBC, Amazon, and Disney/ESPN, potentially worth around $76 billion over 11 years. This agreement would significantly boost the league’s annual revenue from broadcasting deals.
NBCUniversal is expected to pay the NBA an average of $2.5 billion per year under this new deal. This investment will allow NBC to broadcast around 100 games each season, with half of those airing exclusively on the streaming platform Peacock.
15. “Hawk Tuah” girl Hailey Welch is blowing up
Welch, 21, became an overnight sensation after a video of her animated response to a question on Nashville’s Lower Broadway went viral. Asked for a move “that makes a man go crazy every time,” Welch enthusiastically demonstrated, “Oh, you gotta give him that hawk tuah! and spit on that thing,” captivating viewers with her unfiltered delivery.
14. Paramount agrees to merge with Skydance
In July, Paramount Global finalized a merger with Skydance, concluding a prolonged negotiation period.
David Ellison, founder of Skydance and son of billionaire Larry Ellison, will lead the newly combined entity as CEO. The merger, which includes an $8 billion investment by RedBird Capital Partners and KKR, is expected to close in Q3 2025, subject to regulatory approval.
13. Ouch! Apple iPad Pro ad “Crush” is crushed by critics
May saw a 60-second spot, created in-house and directed by Iconoclast’s Vania & Muggia, featured a room full of analog creative objects being crushed in an industrial crusher to introduce Apple’s thinnest product ever, has been interpreted by many as contradictory to Apple’s message of fostering creativity.
Critics argued that in an era dominated by AI and technological advancements, the metaphor of machines flattening human creativity sends the wrong message, especially at a time when preserving and celebrating creativity is paramount.
12. Los Angeles DA Gascón recommends Menendez Brothers resentencing
Los Angeles County District Attorney George Gascón recommended the resentencing of Erik and Lyle Menendez, who have been in custody for over 30 years following their convictions for the 1989 murders of their parents, Jose and Kitty Menendez.
This decision came after new evidence surfaced, including allegations that the brothers were sexually molested, which was not fully understood during their original trials. Gascón acknowledged the complexity surrounding sexual violence and the brothers’ rehabilitative efforts while incarcerated.
However, the resentencing is now delayed after Gascón was unseated by Nathan Hochman. The new DA says he is reviewing each case.
11. Gatorade asks the iconic question again – “Is it in you?”
If you stick around long enough, you’ll see things come full circle. That’s exactly what happened in May with Gatorade.
Re-created by TBWA\Chiat\Day, the modern-day debut of “Is It In You?” featured a powerful 60-second film, “IT Hasn’t Changed”, narrated by Michael Jordan. The film highlighted stories of Gatorade athletes like Josh Allen, Caitlin Clark, Sydney McLaughlin-Levrone, Jayson Tatum, A’ja Wilson, and DJ Lagway, who have all overcome obstacles by tapping into their personal “IT.”
10. Taylor Swift’s Tortured Poets Department breaks Spotify records in just 5 Days
In April, Taylor Swift’s album, The Tortured Poets Department, took the music world by storm, rewriting the record books on Spotify within just five days of its release.
The Tortured Poets Department made history as Spotify’s most-streamed album in a single week, captivating Swifties worldwide with its captivating melodies and poignant lyrics. Within days, the album surpassed an astonishing 1 billion streams, marking a monumental milestone as the first album in Spotify history to achieve such a feat in such a short timeframe.
9. Deutsch LA rebrands, highlighting legacy and independence
In September, Deutsch LA officially rebranded to Deutsch, embracing a bold new direction. This rebrand represents more than just a name change—it’s a declaration of the agency’s commitment to continual innovation and independence. With its leadership anchored on the West Coast, the agency positions itself to take big swings as it looks to the future.
8. Jim Riswold, legendary copywriter behind Nike campaigns, dies at 66
August saw, Jim Riswold, the iconic copywriter who played a pivotal role in creating some of Nike’s most memorable advertising campaigns, die at the age of 66 after a two-decade battle with cancer.
Riswold was the first copywriter hired by Dan Wieden at the prestigious advertising agency Wieden+Kennedy, where he crafted groundbreaking campaigns that left an indelible mark on the industry.
7. BBDO names Andrew Robertson Chairman, Nancy Reyes President/CEO
In August, BBDO Worldwide announced a significant leadership transition as Andrew Robertson, the agency’s long-serving President and CEO, took on the role of Chairman. Succeeding him as President and CEO of BBDO Worldwide was Nancy Reyes, who joined the agency in October last year.
6. BBDO’s David Lubars announces retirement
April saw BBDO Worldwide’s chief creative officer, David Lubars, announce his retirement effective at the end of the year, the agency disclosed to its staff on Thursday. Stepping into his role will be Chris Beresford-Hill, who rejoined BBDO in December as chief creative officer of the Americas.
Lubars, with more than 20 years at BBDO, has been a stalwart figure in the advertising industry for over four decades. His illustrious career includes iconic campaigns for clients such as AT&T, BMW, HBO, FedEx, and Snickers. Under Lubars’ leadership, BBDO garnered numerous accolades, including Network of the Year at the Cannes Lions International Festival of Creativity.
5. Sabrina Carpenter’s Short n’ Sweet swaggers with sex and confidence
What a year it’s been for Sabrina Carpenter. In August, Carpenter released her sixth album, Short n’ Sweet, solidifying her position as one of the standout pop stars of 2024. The album is a dynamic blend of infectious tunes and introspective moments, reflecting both her evolution and versatility as a musician
The persona presented in the album’s two lead singles, Espresso and Please Please Please, offers a glimpse into Carpenter’s multifaceted character: she’s pretty but tough, funny, sassy, and unflinchingly candid.
4. Advertising loses a GOAT, Sal DeVito dies
In July, the world of advertising lost a New York ad man whose campaigns were as real, genuine and in your face as the city itself. Sal DeVito, co-founder of DeVito/Ellis, passed this week, a day before his birthday. He was 76.
The announcement was made via a Linkedin post from the agency. “He was passionate as he was tough. As demanding as he was encouraging. And as brutally honest as he was loyal.”
3. IATSE overwhelmingly ratifies Basic and Area Standards Agreements
The International Alliance of Theatrical Stage Employees (IATSE) announced that its members have overwhelmingly ratified both the 2024-2027 Hollywood Basic Agreement and the 2024-2027 Area Standards Agreement.
The approval rates were 85.9% and 87.2% respectively, with all Locals voting in favor and delegate counts being unanimous for both contracts. Voter turnout was historically high, reflecting strong member engagement.
2. Omnicom agrees to acquire Interpublic in $13B deal
Under the agreement, Interpublic shareholders will receive 0.344 Omnicom shares for each Interpublic share they own, resulting in Omnicom shareholders holding 60.6% and Interpublic shareholders owning 39.4% of the combined company. The merger is expected to yield $750 million in annual cost savings and enhance earnings for shareholders of both firms.
The combined entity will bring together over 100,000 marketing professionals, offering comprehensive services across media, digital commerce, healthcare, branding, and more.
1. In a stunning victory, Donald Trump is elected 47th President
In November, Donald Trump was elected the 47th president of the United States, making an extraordinary political comeback after a four-year hiatus marked by controversy and legal battles. With his victory in Wisconsin securing the necessary 270 electoral votes, Trump defied expectations, reclaiming the White House after a turbulent post-presidency.
His victory came after a campaign that capitalized on voters’ frustration, particularly by appealing to anger and discontent with the country’s current state. In the 2024 election, Trump outmaneuvered Vice President Kamala Harris, who struggled to maintain the momentum of the Biden administration.
We know you’re probably asking, “Where are the stories for The Russos and Robert Downey, Jr. returning to the MCU?” Valid, But not going to lie, there are so many other stories we could have listed but for us, these were the tales that held the most impact for ourselves and our readers. That sums up the best of our 2024. See you next year.
REELated:
Uber is Reel 360’s Creative Marketer of 2024
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
