As the new year begins, it’s an ideal moment to reflect on recent lessons. This fresh start encourages us to view challenges as opportunities, transforming last year’s obstacles into stepping stones for growth.
As part of our annual series, we invite industry leaders to share three trends they believe will shape 2025, highlight key moments from the past year, and discuss what stood out—both the good and the not-so-good.
Next up is Arshad Ahamed, Media & Brand Strategy Regional Director at GrowthOps Asia, reflecting on the past year, looking ahead to 2025, and sharing the outcome of his 2024 New Year’s resolution.
Looking Ahead:
- AI will transition from being a magic pill to a standard tool integrated into workflows across agencies.
- Nostalgia will dominate, with Millennials driving cultural trends and becoming a key demographic for brands.
- Consumers will demand authenticity, rejecting generic campaigns that lack emotional and behavioral resonance.
Looking Back:
Your favorite trend of 2024:
Nostalgia in pop culture, from viral TikTok challenges to chart-topping throwbacks.
Your least favorite trend of 2024:
“Very demure, very mindful” messaging—uninspired and ineffective.
What was your 2024 New Year’s Resolution and did you keep it?
My 2024 New Year’s resolution was to complete my Master’s in Data Science—and I’m proud to say I achieved it with distinction!
