‘Damn the Torpedoes!’ Sometimes a Situation Calls for Reckless Bravery

Member Interview with Dom Robertson, Managing Director RPM

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.