Next up in our 2025 Predictions series, we’re tuning in to 🤝 Liz Paver, Station Director at Heart Radio, who’s got her finger on the pulse of what’s next for media, creativity, and audience engagement.
💬 Do you agree that audio will dominate 2025? Or will another medium take the crown? Drop your thoughts in the comments!
What’s one marketing trend from 2024 that you think will explode (or implode) in 2025?
The integration of traditional radio advertising with digital advertising techniques will explode in 2025.
If you had to pick one media channel to rule them all in 2025, which one would it be—and why?
It’s got to be audio. The power of radio, podcasts, and voice assistants will continue to grow as they integrate seamlessly into our daily lives. Audio offers immediacy, intimacy, and the unique ability to engage audiences whether they’re commuting, working out, or winding down. It’s the ultimate multitasking medium.
What’s the biggest challenge agencies will face next year, and how are you preparing to tackle it?
The biggest challenge will be staying ahead of audience fragmentation. With so many channels and content streams competing for attention, agencies will need to create multi-channel strategies that cut through the noise. At Heart Yorkshire, we’re focusing on delivering integrated campaigns that connect audiences seamlessly across radio, digital, and social touchpoints.
What’s your take on AI and its impact on creativity in 2025?
AI will amplify creativity rather than replace it. By automating repetitive tasks, it gives marketers more time to ideate and experiment. The key will be using AI to enhance human creativity, not to shortcut it. I’m especially excited about AI tools that can generate unique insights and audience predictions, to allow for more innovative storytelling.
What’s one buzzword or trend you hope disappears by this time next year?
"Metaverse." While the concept has potential, it’s been overhyped and underdelivered. I’d love to see energy being spent on tangible, impactful innovations—like advancing accessibility in digital advertising or making data-driven decisions more ethical.
Did you know - Allies have a whole host of audio specialists. Pre-vetted, and ready to take your brief.
We’ll connect you with the talent and support you need to deliver bold, impactful campaigns in 2025.
📞 Let’s chat about your next big project: +44 (0)113 887 8431 | enquiries@wearetheallies.com