What Awaits Us in 2025? Predictions from Industry Leaders on the Future of Marketing

In a world where uncertainty reigns, industry experts share their bold predictions for 2025. With a focus on women's sports, the rise of challenger agencies, and the impact of AI developments, here’s a glimpse into the future of marketing and media.

Adam Foley, CEO, Bountiful Cow

2025 will be the year of entertainment. Brands will shift from purpose-driven advertising to engaging audiences as members of a theater, cinema, or concert audience, recognizing the need to entertain rather than lecture.

Lindsey Clay, CEO, Thinkbox

2025 will be the year of putting proof into practice. The industry will start to acknowledge the evidence of overspending on social media, leading to a more responsible allocation of resources.

James Townsend, EMEA CEO, Stagwell

2025 will be the year of the challenger. The environment favors companies that combine creativity with technology to drive growth and client focus.

Dino Myers-Lamptey, Founder, The Barber Shop

2025 will be the year of creative storytelling in media. The rise of powerful AI tools will flood the market with content, creating a demand for distinctive storytelling that resonates with human insights.

Sue Unerman, Global Chief Strategy Officer, Brainlabs

2025 will be the year of whole-brain thinking. A blend of data-driven insights and creative innovation will become essential for impactful strategies.

Craig Tuck, Chief Revenue Officer, Ozone

2025 will be the year of real life versus AI. The focus will shift to enhancing the consumer experience, ensuring that technology serves to inform and entertain rather than replace human connection.

Rachel Forde, Co-Founder, TheZoo.London

2025 will be the year of generative AI in media. Brands will leverage AI for personalized campaigns, balancing creativity with ethical considerations.

Alex DeGroote, TMT Analyst

2025 will be the year of women’s sports. Major sporting events will drive advertising interest and promote female health and fitness.

Chloe Davies, Founder and CEO, It Takes A Village Collective

2025 will be the year media reconnects with reality. Audiences will seek authenticity, pushing brands to focus on real stories and genuine connections.

Dave Singleton, Head of Media Investment, People’s Postcode Lottery

2025 will be the year of video fragmentation and enhanced measurement. Brands will need to adapt to changing viewing habits and invest in new measurement approaches as traditional metrics become less reliable.