2024's Most Notorious Marketing Blunders: What Went Wrong?

Let’s not beat around the bush: 2024 has been a very trying year for much of the industry. Budgets are down, audiences are disappearing and, all the while, everyone’s expecting to keep on growing—no one understands or empathizes more than the B&T newsroom.

However, there have also been some spectacular and avoidable own goals in 2024. Consider this list, presented in no particular order, as a cautionary tale for the year ahead.

CommBank’s $3 Charge

Just a few weeks ago, CommBank embroiled itself in an entirely avoidable PR failure. During a cost of living crisis, the bank announced that customers with a Complete Access account will be automatically moved to Smart Access accounts from 6 January 2025. The Smart Access account includes an “assisted withdrawal fee”, meaning customers would be charged $3 every time they withdraw cash from bank branches, post offices, or over the phone. This decision drew ire from the public and financial unions, leading to a swift reversal by the bank.

Sneesby’s Torch Relay During Staff Strikes

In what hasn’t been the greatest year for the Nine Network, CEO Mike Sneesby carried the Olympic Torch while 500 staff from his newsrooms were on strike. The optics were poor, and Sneesby’s explanation about his prior commitment did little to quell the backlash.

Brad Banducci's Botched Interview

In February, Woolworths CEO Brad Banducci faced a tough interview on ABC’s Four Corners, leading to his resignation just a day later amid pressure over the company’s pricing strategies during a cost of living crisis.

CrowdStrike Global Outage

In July, a cyber incident caused major outages for several large businesses, including Seven and Nine Networks and major airlines. CrowdStrike claimed it was not a security incident but rather a technical issue.

Mark Read Inviting Musk on Stage in Cannes

WPP’s CEO Mark Read invited Elon Musk to speak at Cannes, despite Musk’s controversial remarks about the advertising industry. Musk's comments and his perception of advertising left many in the audience bewildered.

Google’s AI Blunders

Google's AI faced backlash for producing historically inaccurate images and bizarre suggestions, such as recommending glue as a pizza topping. The company later apologized for its AI missing the mark.

Woolies & Coles Copping It Over Prices

Woolworths and Coles faced legal scrutiny from the ACCC for allegedly misleading consumers about discounts on products, leading to strikes and public outrage.

This year has brought many challenges and missteps in the marketing world, showcasing how quickly things can go awry and the importance of thoughtful decision-making in business.