We’re kicking off our 2025 Predictions series with none other than 🤝 Rhiannon Lewis, Managing Partner and Executive Producer at The Gate Films.
With her wealth of experience and razor-sharp insights, Rhiannon is diving into the trends, challenges, and shifts she sees shaping the industry this year...
What’s one marketing trend from 2024 that you think will explode (or implode) in 2025?
AI in marketing is going to absolutely take off in 2025—it’s no longer just clever tech; it’s the co-pilot creatives never knew they needed. Personalized campaigns? Seamless. But let’s not overdo it, yeah? Nothing kills a vibe like soulless, cookie-cutter content.
On the other hand, influencer marketing might have its big crumble moment. People want real connections, not another #ad. The winners will be brands who stop faking it and start collaborating with voices that actually mean something.
If you had to pick one media channel to rule them all in 2025, which one would it be, and why?
If one media channel were to rule in 2025, it’d be TikTok—or its successors. Short-form video dominates attention spans, offering immediacy, authenticity, and incredible reach. It’s where trends start, where communities form, and where brands can connect in real time with audiences in meaningful ways. Its algorithm? Pure genius for surfacing hyper-relevant content. But success here means playing the game: being creative, quick, and unafraid to embrace the chaos of what’s next. This DOESN’T mean I want to be making content for it lol!
What’s the biggest challenge agencies will face next year, and how are you preparing to tackle it?
The biggest challenge for agencies in 2025 will be keeping innovation human while meeting clients’ growing demands for fast, measurable results. The solution? Collaboration. Getting creators and production teams involved early ensures ideas are shaped by those who bring them to life. It’s about balancing bold storytelling with smart tools like AI—enhancing creativity, not replacing it. Together, we can create magic that feels authentic, resonant, and built for the future.
What's your take on Ai and its impact on creativity in 2025?
AI in 2025? It’s going to be a wild ride. At its best, it’s the ultimate creative wingman—speeding up the boring stuff, spitting out ideas, and taking personalization to ridiculous heights. But here’s the rub: next year, we’ll also see some truly cringe-worthy AI attempts as clients force it into places it doesn’t belong. The magic happens when we let AI enhance creativity, not bulldoze it. The key? Balance. Human emotion and storytelling are irreplaceable—AI should just help us shine brighter.
What’s one buzzword or trend you hope disappears by this time next year?
"Double click" and "thought showers" absolutely need to vanish—they’re the poster children of corporate nonsense. If it sounds like BS, it probably is. Let’s focus on clear, meaningful language that doesn’t make everyone roll their eyes in meetings. Next year, let’s leave the buzzwords behind and just... say what we mean!
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