Initiative revealed to Mumbrella that it identified the winner of its first Marketing Multi contest, by betting on Super Bowl ads.
The agency said that in the week the competition took place, it received “hundreds of bets from industry heavyweights” predicting “the big ads of the big game.”
And the winner of the Marketing Multi d’Initiative is Claire Hughes, graphic designer of The Idea Shed. After hearing that she won first place, she said, “…at least one underdog came out on top…”
Initiative said that in a year disrupted by new players and categories, he was one of the toughest to call to date.
“But through all the chaotic crypto, nostalgic reboots and a halftime show for the ages emerged one ultimate winner. Claire chained a multi-prediction that calculated huge odds of 72-1, to be crowned the first ever Multi-Marketing World Champion.
Initiative Chief Strategy Officer Chris Colter said: “It was always intended as a bit of fun, but it’s been fascinating to see what the market predicted and even more so what aired.”
“While we didn’t see Two Chainz promote Block Chain, we did see (largely) unbranded QR code screensavers, multiple celebrity spoofs, and a surprising lack of #challenges. It was not easy to guess what was going to happen.
National chief executive Sam Geer said on behalf of the agency he wanted to congratulate Hughes “on his triumphant tip”.
“Claire will not only walk away with industry bragging rights, but will soon receive the illustrious Marketing Multi Super Bowl ring. Crafted with the finest materials, pewter, zinc alloy and cubic zirconia, this one-of-a-kind piece is really a trophy worthy of a competition of this caliber.
Initiative provided additional information on betting trends this year. Here is the list of where some of the most common and rare industry predictions have landed: “TikTok Trends and Celebrity Features have the shortest odds at $1.18 – $1.22 respectively. NFT is a highly anticipated feature, with NFT-enabled ads/promotions at $1.39. Ryan Reynolds almost guaranteed to plant a $1.48 ad. Work from home will be one of the most frequently used tropes, with the market predicting multiple ads this year – $1.64 Buyable ads will be expected, with the majority of the market predicting 2 or more ads will feature it – $1.96 .
But as we know, often what people don’t believe will be just as interesting. Here are some notable outliers: Dragons feel too weird, at $4.00 ($20 with 2 or more features). Trump is unlikely to make an appearance, sitting at $3.70. The industry is backing Tom Brady to get a retirement announcement, but not Ben Roethlisberger at $5.88. Celebrity chefs are falling out of favor, with many not expecting a $2.94 appearance.