Some advertising stinks. Whether it's a misreading of culture, lack of understanding of audiences, or simply a copywriter promoted too quickly through the ranks of a creative department, the resultant errors can be egregious.

Jon Wilkins, Chairman of London agency Karmarama, doesn't hesitate to call out the losers as well as the winners. In doing so, he offered delegates at the World Federation of Advertisers' (WFA) 2017 Global Marketer Week in Toronto "a point of qualification: We are built on karmic principles – what goes around comes around. And that has never been more appropriate for marketers than it is today."

"In the digital world, if you do something really great, it gets ramped up and shared and liked and loved. But, if you do something bad, the ramifications can be equally dramatic and fast.