
2025 is here, and with it comes a mix of excitement, uncertainty, and trepidation. At the recent Campaign Year Ahead Breakfast Briefing, industry leaders across brands, media agencies, creative agencies and media owners gathered to discuss the way forward in a world marked by geopolitical tensions, rapid technological evolution, and shifting consumer expectations.
In a time when the overarching theme was summarised as “F*ck It!” by a number of panellists – a nod to the unpredictability of our industry – there was one clear consensus: bravery, authenticity, and collaboration will be essential for brands to thrive.
MediaSense’s Nick McCrosson and Natalia Allinson unpack key takeaways from the event and what they mean for marketing leaders navigating the year ahead:
Authenticity: The Foundation of Trust
In an era of misinformation and algorithmic clutter, trust is currency. Nicola Fox, Head of Programmatic at Talon, emphasised, “Authenticity matters in a sea of slop.” Low-quality, AI-generated content fills digital spaces, and consumers are increasingly drawn to “high-quality, genuine messaging.”
Charlotte Ford, Marketing Director at Ruggable, echoed this arguing that, “Consumers can smell bullsh*t,” and brands that prioritise credibility and honesty will be the ones that stand out with audiences. Katie Jackson, CMO of Channel 4, reinforced this, stating, “You don’t build brands through brand-campaigns; it’s about every single touchpoint.” Authenticity, consistency, and alignment with consumer values are critical.
2025 budget trends reflect this focus on trust. Both Ford and AJ Coyne, VP of Marketing at Monzo, projected positive outlooks for budget levels but pointed to a potential industry shift away from platforms like Facebook, particularly relevant against the backdrop of Meta’s recent decision to remove third-party fact checking. Although Coyne cautioned that this shift may be slow, given brands are addicted to the “performance drug of Meta”, these trust issues will see more emphasis on above-the-line (ATL) campaigns that build emotional resonance and context will be paramount.
Bravery and Collaboration Drives Success
A lively panel discussion with media agency leaders underscored the challenge of balancing immediate pressures with longer-term brand-building strategies but the intersection of bravery, creativity and collaboration was a recurring theme.
Paul Knight, incoming CEO of PHD UK, stressed the importance of experimentation to adapt to evolving consumer behaviours. Natalie Cummins, UK CEO of EssenceMediaCom, built on this by remarking that “clients don’t care about theories from old academic papers” and that the only way to solve issues is by testing solutions together. Whether that is the benefits of paid search on awareness or OOH on short term gains, a spirit of bravery and experimentation is paramount for 2025.
Collaboration emerged as a central theme, with all panellists acknowledging that the challenges facing the industry require collective effort to overcome. McCann London’s Polly McMorrow also offered a word of caution regarding the rising trend of integrated creative and media pitches. She stressed the importance of not allowing operational efficiency to overshadow the bigger picture. As she aptly put it, “The focus is often on the engine, but it’s the fuel—creativity—that drives success.”
Joy in ‘Micro-Moments‘
Amid macro-economic uncertainty, consumers are looking inward, finding joy in micro-moments and meaningful connections. This trend, termed “social rewilding,” reflects a return to real-world experiences and authentic interactions.
Tom Sussman, Chief Strategy Officer at Leo Burnett, described the mood of the nation as a “crisis hangover,” marked by confusion, isolation, and a sense of being overwhelmed. Brands can counter this by providing “a shot of ordinary hope” and getting to the “empathy gym” to understand and inspire their audiences.
Katie Jackson, echoed this and emphasised that younger audiences, particularly under-25s, are the “loneliest generation”. Brands must step in to create community and joy, leaning into entertainment, storytelling, and shared cultural experiences. From Taylor Swift concerts to phenomena like Barbie and Wicked, these moments prove the value of communal joy in a much fragmented world.
Sustainability: From Awareness to Action
Sustainability continues to be a core consumer concern, but there is a shift from awareness of the issue to now action-oriented expectations and delivery. Nicola Fox noted growing frustration among consumers that “not enough is being done.” This demands a rethinking of strategy: “It’s no longer enough for brands to talk about sustainability—they must demonstrate tangible impact.”
Talent expectations reflect this too, with employees questioning if companies are following through on their responsible marketing promises. Adele Lewis-Bridgeman from the Responsible Resourcing Agency urged those in the room to prioritise credibility in this space and argued that initiatives such as achieving B Corp certification are now a key indicator of a brand’s commitment to responsibility.
AI: Tool for Growth, Not Just Efficiency
AI was a hot topic, with a clear divide in how it’s perceived. For many (including by show of hands in the room), it’s currently a tool for efficiency—streamlining processes and reducing costs. But as Michael Horn, Global Head of AI at TBWA argued, “Using AI for efficiency is reductive – its true potential lies in driving growth.”
By leveraging AI for ideation, creativity, and personalisation, brands can unlock innovative ways to engage audiences. AI’s democratising power – allowing diverse users to bring unique inputs – creates endless possibilities across all levels of an organisation. However, leaders were clear-eyed about its limits: creativity and empathy must remain distinctly human.
As Iain Tait, Co-Founder of Food Arts & Technology put it, “embracing AI is no longer a choice and even if using it for efficiency, the core benefit is allowing leaders to focus on growing and nurturing talent.”
Navigating 2025
2025 presents a complex but exciting landscape for brands, media owners, and agencies. The panellists were clear that the key to success lies in embracing authenticity, building community, and prioritising creativity and sustainability. AI and other tools will undoubtedly play a role, but they are enablers, not substitutes, for bravery, optimism and empathy.