To mark the 40th anniversary of The Marketing Society Global Awards, we created a Time Capsule in 2025. We asked the brightest minds in the industry gathered at our Awards Ceremony, one simple question: which campaigns prove that marketing truly matters? From Sport England's This Girl Can to Nike Dream Crazy, three iconic campaigns from the 2010s and 2020s prove that the greatest marketing doesn't sell products, it shapes culture, identity and behaviour change.

To mark the 40th anniversary of The Marketing Society Global Awards, we created a Time Capsule in 2025. We asked the brightest minds in the industry gathered at our Awards Ceremony, one simple question: which campaigns prove that marketing truly matters? From Dove's Real Beauty Apple's iPod Silhouette, three iconic campaigns from the 2000s and 2010s prove that the greatest marketing doesn't sell products, it shapes culture, identity and drives the digital revolution.

In this piece, Alicia Coghlan argues that brand and performance marketing are complementary, not competing forces.

For over four decades, The Marketing Society Awards have illuminated marketing's true power - delivering measurable impact that transforms businesses, builds iconic brands and shapes communities.

In a recent Conversation Circle, three marketing leaders revealed that AI leadership is fundamentally a marketing skill set combining personal learning commitment, strategic deployment focused on competitive advantage and the courage to experiment fast while bringing teams along.

The Marketing Society Learning Lab on sonic branding revealed how sound works as a powerful, unconscious tool for brands to capture attention, convey meaning instantly and create lasting emotional connections.

How B2B marketer Cherry Tian is using emotional storytelling and AI automation to win attention in a 'sea of sameness.