Ad Age’s 2024 Breakout Brands is here, recognizing 10 individuals who are driving the marketing success of up-and-coming brands. Along with leaders, for the first time, Breakout Brands honors standout work driving outsized success for new and challenger brands, including categories for social media, design/branding, partnerships/collaboration, experiential, print/out-of-home, purpose marketing and video.

These leaders and work are contributing to revenue growth and brand loyalty even as it is becoming harder for brands to stand out.

Our leaders list includes a CEO who has helped turn a bathroom fixture into a beauty brand, a marketing leader whose brand is challenging a soda giant and the chief operating officer of a fast-rising anime streaming platform. We also honor a chief marketing officer infusing creativity into a software brand as well as a founder of a spirits brand that is breaking through with humor and smart positioning. Another honoree was promoted to CEO after leading creative for a diaper brand that is taking on category giants. Our other leaders are shaking up industries including ear piercing, bottled water, nutrition and outdoor gear.

Read about each of the Breakout Brand Leaders here

In addition to sharing their stories, these 10 leaders offer brand, business and life advice. “Great leadership is the intersection of extreme professional will and extreme humility. Be ambitious for your companies and brands, not for yourself,” said one of our honorees.

Chosen from nominations, the leaders come from various backgrounds, including one marketer who left behind a career spent at consumer goods giants General Mills and PepsiCo to run marketing for a direct-to-consumer brand with a do-good mission.

Our work list includes a sassy video from a phone accessory brand that will leave you laughing, an ingenious experiential campaign targeting new empty nesters, a beautiful museum rebrand, a partnership that boosted Black representation in video gaming and more.

Read about the Breakout Brand Work here

Here is more on the Breakout Brand judging process.

WHAT ARE THE QUALIFICATIONS FOR BREAKOUT BRAND LEADERS?

We considered leaders at brands, companies or startups that have experienced business success in the past 12 months where marketing and media strategies have played a significant role. Executives may have a marketing or media title but may also be founders or people who significantly contribute to the marketing and media strategies.

WHAT ARE THE QUALIFICATIONS FOR BREAKOUT BRAND WORK?

We considered work from challenger brands that successfully took on giants in well-established categories, as well as older companies/brands now experiencing a surge in sales and popularity. All work had to debut and run between Jan. 1, 2023, and April 8, 2024.

HOW ARE THE HONOREES FOR BREAKOUT BRAND LEADERS AND WORK CHOSEN?

A selection committee of Ad Age editors and reporters reviews nominations and makes final decisions on who to include.

Here is our full list of FAQs regarding nominations.

HOW CAN I NOMINATE SOMEONE FOR BREAKOUT BRAND LEADERS AND WORK NEXT YEAR?

Nominations are expected to open in April 2025. Stay updated on the latest at Adage.com/events.