What’s next for 2025?
What’s one marketing trend from 2024 that you think will explode (or implode) in 2025?
Creator economy! Creator economy! Creator economy!... More Fandom community strategies being adopted by brands to tap into interest groups and trend jack. The rise (or fall) of TikTok and it’s ever evolving commerce! A new buzzword will emerge from fandom and creator = Prosumer.
If you had to pick one media channel to rule them all in 2025, which one would it be, and why?
Although advertising is still the highest media spend by brands; For consumers digital consumption is still rising and as such I think there will be again another rise in advertising within the digital and virtual spaces. Programmatic advertising, fuelled by Ai tech will dominate.
Gaming and social media will see more proportion of marketing spend - for both brand awareness and engagement and purchase driving decisions. So programmatic advertising, fuelled by Ai tech will dominate.
What’s the biggest challenge agencies will face next year, and how are you preparing to tackle it?
I think there will be small shifts in marketing spend due to the above and below. With that, the ‘traditional’ agencies may lose their edge to challenger agencies who present new propositions, channel strategies and efficiency gains by adopting a future-proof view.
What's your take on Ai and its impact on creativity in 2025?
It may take longer than 2025 for Ai to be truly realised in the creative world, but within agencies - training and adoption of Ai tools that aid creatives come up with superior or faster solutions will be a big focus. It may be creating a bespoke integration and model learning based on brand assets for the agency to have as a selling point, or simple adopting Ai as it becomes more widespread in the existing creative platforms and applications. Whichever it is, policies of use need altering and a need for contractual changes and transparency agreements with clients as the agencies adopt them into their ways of working.
What’s one trend you hope disappears by this time next year?
Freeze dried sweets!! 😊😊 costin me a fortune!