Reflecting on the Biggest Changes in Marketing Since 2002


As Guerilla celebrates its 22nd anniversary, it’s a time for celebration but also a deep reflection. In the two decades since our inception, the marketing landscape has undergone seismic shifts, reshaping the way brands connect with consumers. Let’s take a journey through time, exploring the biggest changes in marketing since 2002, as seen through the lens of Guerilla’s evolution.

In 2002, the euro currency had just been launched and the marketing world was a vastly different place. Traditional advertising channels like television, print, and radio dominated the landscape, and the brand that we were working with at the time, such as Holland & Barrett, relied heavily on interruptive advertising to capture consumers’ attention. Guerilla emerged amidst this backdrop, creating a new approach to marketing – one that was disruptive, unconventional, and rooted in creativity.

Fast forward to today, and the marketing landscape looks radically different. The rise of digital technology has ushered in an era of unprecedented connectivity, empowering consumers to engage with brands on their own terms. Social media platforms like Facebook, Instagram, and X have become integral to marketing strategies, providing brands with a direct line of communication to their audience.

Moreover, the proliferation of smartphones has transformed how consumers interact with content, leading to the rise of mobile marketing and the importance of creating seamless, mobile-friendly experiences. Our agency has embraced this shift, embracing digital innovation to create immersive campaigns that resonate with audiences across all devices and platforms.

But perhaps the most significant change in marketing since 2002 has been the advent of data-driven marketing. With the rise of big data and analytics tools, brands now have access to unprecedented insights into consumer behaviour, allowing for more targeted and personalised marketing campaigns. We have successfully leveraged data to inform our creative strategies, ensuring that every campaign is optimised for maximum impact.

However, amidst all these changes, one thing has remained constant: our commitment to pushing the boundaries of creativity and innovation. From ambient marketing stunts that capture the public’s imagination to digital campaigns that break through the noise online, Guerilla has continued to evolve and adapt to the ever-changing marketing landscape.

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