As 2025 approaches, T&Pm’s leadership predicts a transformative shift in the creative landscape—one defined by bold ideas, deep strategic fluency, and a renaissance of performance-driven creativity. From Sarah Golding’s call for brave, risk-taking campaigns to Tom White’s emphasis on marketing as a true profit centre, these insights paint a picture of an industry evolving at breakneck speed.
Marketers will move beyond siloed roles, merging brand storytelling with robust data analytics to create work that resonates powerfully and drives measurable growth. In this new era, authenticity and human connection will trump cold personalisation, forging strong emotional bonds between brands and their audiences. For forward-thinking advertisers, these trends aren’t just predictions—they’re a roadmap to thriving in the years ahead.
Sarah Golding – Partner
Bravery Will Define the Industry's Future
"2025 will be the year marketers rediscover their bravery. We’ll see bold, risk-taking ideas that break free from vanilla campaigns, proving that creativity and boldness are key to standing out in a cluttered market."
Shula Sinclair – Chief Strategy Officer
A New Era of Hybrid Strategy
"2025 will mark the rise of the ‘bilingual strategist’—professionals who can seamlessly navigate the worlds of brand and performance. The future demands strategists who are equally fluent in creative storytelling and media analytics, capable of bridging disciplines to deliver unified consumer experiences."
Caroline Reynolds – Global Chief Performance Officer
The Creative Renaissance of Performance
"Creative is the new targeting. In 2025, the creative itself will be recognised as the single biggest driver of performance, as brands invest more in breaking traditional creative boundaries to connect meaningfully with audiences."
Oliver Feldwick – Chief Innovation Officer
The End of Personalization as We Know It
"Over-personalised, algorithmic advertising is on its way out. 2025 will see a shift toward authenticity and human connection, with brands embracing curated, emotionally resonant content rather than relying on cold, automated personalisation."
Tom White – EMEA Chief Performance Officer
Prediction: The CFO Will Be the New CMO Partner
"Marketing will increasingly be seen as a profit centre, not a cost centre. In 2025, CFOs will play a pivotal role in shaping marketing strategies, with performance metrics aligned directly to business outcomes like profit and growth. This shift will redefine how marketing teams operate, emphasising accountability and ROI."
These predictions reflect the fast-moving changes our industry is facing. As creativity, performance, and technology converge, it’s clear that boldness, innovation, and integration will define success in 2025. At T&Pm, we’re committed to helping our clients navigate these shifts and seize the opportunities they bring.