As the global marketing industry gears up for another year of seismic shifts, The Drum gathered together five thought leaders at The Drum Predictions to hear what they think 2025 holds for their part of the ever-evolving marketing industry.
From agencies and media strategies to social media marketing, digital advertising and measurement, one theme emerged across the board at The Drum Predictions – 2025 is set to be a year of transformation, where brands must balance AI-driven efficiencies with creativity, data with authenticity, and innovation with ethical responsibility.
Agencies: the creativity v efficiency dilemma
Offering her thoughts on the creative agency sector, Tanya Whitehouse, CEO at creative agency Elvis, set the stage with a stark warning about the over-prioritization of efficiency at the expense of creativity and authenticity. AI, she argued, will continue to be a focal point, but brands must be careful not to let it overshadow human-led big ideas that foster emotional connections.
“We …
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