The aim of any great marketer is to somehow embed a brand into culture. To get beyond the standard interruption—the annoying interloper—that so much advertising has become. In a variety of different ways, each company on this list has created work that isn’t just “good, for an ad” but something that consumers actually want to spend time with. Whether it was 20th Century Fox’s onslaught of clever and crude marketing that helped propel Deadpool into cult status (and break box office records) or INGO Stockholm’s tourism campaign that invited anyone in the world to call a random Swede, they all found ways to get people excited and engaged.
Click on a company name to learn more about why it made the list.
For launching creative new advertising products for the smartphone
For putting real art into advertising
03. FX NETWORKS
For building buzz with backward teasers and unknown actors
For designing work spaces and digital experiences
For turning a B2B marketing strategy into a buzzy feature film
06. INGO STOCKHOLM
For using technology to give tourism a personal touch
For taking risks with new kinds of content
For seeing unlimited potential in TV commercials
09. 20TH CENTURY FOX
For using fart jokes for movie-marketing magic
10. VENABLES BELL & PARTNERS
For creating brand-defining campaigns for REI, Reebok, and more
This article is part of our coverage of the World’s Most Innovative Companies of 2017.