With the New Year ringing the front doorbell, and 2024 heading out the back, it’s time to reflect on the lessons learned during this journey around the sun and consider what the future holds for the next go-round.
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 Nick Grinberg, Head of Strategy, Next&Co, reflecting on the past year, looking ahead to 2025, and revealing the fate of his 2024 New Year’s resolution.
Looking Ahead
What are three trends to look for in the coming year?
1. AI spreads further into the world of marketing
Marketing teams will continue to figure out how to use AI inside their organizations.
As the tools provided become better, the options to use AI in all areas of marketing (research, strategy, campaign development, etc.) will only increase.
Human behavior moves far slower than technology, so we can expect 2025 to see a braver adoption of AI as organizations embrace the benefits.
2. The rise and rise of UGC
User-generated content (UGC) has proven to dominate in 2024 as audiences crave authenticity over polished brand messaging.
“User-generated content (UGC) has proven to dominate in 2024 as audiences crave authenticity over polished brand messaging.”
Brands will invest more into their UGC ecosystems, which allow them to co-create with their communities, turning their customers into brand storytellers.
3. Recovering economies increase media investment
As economies (hopefully) bounce back in 2025, we’ll see brands loosening their purse strings and investing more in their marketing and media mix.
This should mean that brands engage audiences with fresh energy, investing in campaigns that go beyond just “keeping the lights on”.
Looking Back
What was your favorite trend of 2024?
In 2024, the focus on media effectiveness and spending efficiency really took center stage. With our proprietary AdTech, Prometheus, and our overall agency focus on media performance, there were some great conversations had throughout the year around how to help brands evolve their media performance.
What was your favorite campaign of 2024?
Can’t go past an Olympics-themed classic. I have kids and this ad really hit home…
What was your 2024 New Year’s Resolution and did you keep it?
There was a bit of a health scare in my family in late 2023 so we vowed that in 2024 (and every year after) we would travel and live more.
It’s been an awesome change to our lifestyle as we have gotten to do a lot of cool stuff, make memories, and connect.
The work will always be there.
