Tom Ramsden

Global brand marketing director, football

Adidas

Ramsden’s ‘All in or nothing’ World Cup campaign was revolutionary because, boldly, it put content ahead of getting a brand message across at all costs. For instance, during the YouTube version of Adidas’ ad, viewers could click to be ‘all in’ for future communications or ‘nothing’ and be blocked. The idea to create a Twitter handle for the official ball, @brazuca, turned out to be inspired, too, garnering 3.5m followers. However, while the affable Ramsden may be new to our list, he’s not new to landmark campaigns: Adidas’ game-changing ‘House Party’ (2009) and ‘Stars Wars’ (2010) are also on his impressive CV.

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