Adland creatives on the trends they predict for 2025

Creativity will also be marked by radical fun and humor as the industry embraces boundary-pushing, outrageous and otherworldly ideas that captivate audiences. Expect more campaigns that dare to take risks.

Meanwhile, independent agencies are set to rise as experienced creatives increasingly branch out to establish new ventures. This movement could challenge larger agencies, forcing them to innovate as the indies carve out a space with fresh perspectives.

Ash Hamilton assistant creative director, BBH: “By 2025, AI will have replaced all creative jobs – including mine – and brands will have ditched logos to communicate solely through vibes and cosmic energy. An inevitable AI update will then unleash virtual influencers targeting virtual consumers, neatly removing humans from the equation.

“Probably. That’s the thing about predictions; most age like trend reports that take months to create and minutes to pass their sell-by date. More likely, in 2025, we’ll still be making ads, complaining about something and the best work will come from someone not paying attention to predictions. And whatever they do will become the 2026 prediction.”

Guillaume Roukhomovsky, creative director, Gut Amsterdam: “Have we forgotten how to play? At times, everything feels a bit too formulated, too safe, too boring. My bet? 2025 will be the year of radical fun. Not cheap laughs. Not ‘haha’ fun. But new, unseen, radical forms of fun.

“Fun that triggers laughs unheard of before. Fun that inspires products no one asked for (see what we did with Heinz Hagelchup). Fun that takes risks – whether it’s tackling important issues or boldly avoiding them. Fun that sparks ideas so outrageous they just might work. Fun that’s otherworldly and futuristic. Fun that throws logic, boxes and egos out the window, giving the industry its much-needed rewilding. Fun as a weapon. Fun as a renaissance against the tyranny of overthinking.

“Just look around you: in a time drowning in seriousness, the brave way through the grey noise is to be radically serious about... fun.”

Owen Lee, chief creative officer, FCB London: “This year, we officially rediscovered humor as an industry with the introduction of a new category at Cannes. It turns out we like it and we’re rather good at it – so I think we’ll be seeing more of that next year.

“When Rick Brim and Martin Beverley left Adam&Eve to set up on their own, chief executive officer Miranda Hipwell commented, ‘Startups are a crucial contributor to the lifeblood of our industry; it’s wonderful to see the agency spawning a new generation of entrepreneurs.’ I think others will follow.

“Advertising has always been a bellwether industry and when the world changes, advertising changes faster. It’s great news for creative people because we are an industry that thrives on change. Roll-on 2025.”

Dom Goldman, founder and chief creative officer, You’re the Goods: “2025 will be defined by the gutting of senior creative talent and the rise of independent agencies.

“Large agencies will cut costs by replacing experienced creatives with cheaper, less-seasoned talent, overwhelmed by unrealistic expectations and responsibilities they’re not ready for. Craft will continue to suffer as rushed, shallow work becomes the norm.

“Meanwhile, top talent will break free, building lean, independent agencies focused on craft and meaningful client impact. These independents will thrive, proving that deep experience isn’t expensive – it’s invaluable.

“2025 belongs to the creatives who dare to build something better.”

Anto Chioccarelli, creative director for outdoor, Global: “In 2025, I believe we will see more creatives using the big canvas of outdoor to reach and move audiences, standing behind bold ideas and being less cautious about putting them out into the world. 2024 was a tough year for advertising but safety concerns around online ads, together with technology innovation in outdoor advertising, all point to growth in creativity for the sector.

“I also predict we will see more advertisers making the most of data, immersive experiences and integrating social content into their campaigns in new and exciting ways. Creatives have a huge amount of energy to see their work at scale.”

Hamish Day, client director, Dude London: “In a word, authenticity. People continue to increasingly want to spend time (and money) with brands they connect with, represent them and even entertain them. With the increasing use of AI from insight generation to execution, ever more selective consumers and the drive to maximize the value out of every customer touch point, the brands that succeed in 2025 – and the creative that will continue to be effective – will be those that prioritize defining a genuine tone of voice, staying true to it and using it for compelling and authentic storytelling to build those strong emotional connections required for brand love.”

Callum Gill, head of strategy, Rehab AI: “2025 will be the year AI truly transforms creative execution. This year saw AI false starts and high-profile blunders, but the potential for immersive, personalized experiences driven by AI will continue to inspire creatives to push boundaries. With tools such as Google’s Imagine 3 and Sora, ads will evolve in real-time, adapting to user interactions. Creative concepts will be endlessly repeatable yet unique – environments, narratives and visuals will shift dynamically within traditional ad formats. Brands will finally see AI not as a threat, but as a way to safely unlock audience data, optimize campaigns on the fly and deliver fresh, shareable content audiences crave.”

Marc Wesseling, co-founder and chief creative officer, UltraSuperNew: “In 2025, the ad industry will face fierce competition, driven by Asia’s growing influence. In the automotive sector, for example, China will continue its aggressive push into western markets, forcing European automakers to adapt quickly or risk being left behind. Intensifying trade barriers will raise the stakes even higher, putting western carmakers – particularly the Germans – at a critical juncture: go all in or get out.

“To stay relevant, German automakers must double down on their brand value, leveraging their heritage and engineering reputation to differentiate in a rapidly changing market. Chinese brands will dominate with innovation, speed and affordability while traditional players struggle to transform.

“For creatives, hyper-localized storytelling, AI-driven personalization and sustainability-focused messaging will be non-negotiable. Generic campaigns are a thing of the past. In 2025, creativity will demand precision, cultural fluency and bold execution – hesitation will mean extinction.”

Nomi Leasure, managing director, Pinch: “Today’s consumers are savvy, exacting and reasonably mistrustful of brands, institutions and trends. Not only is digital fatigue real, with people craving IRL experiences and connecting, but the research on the harmful effects of social isolation is now undeniable and abundant. The devastating statistics surrounding teen depression, anxiety and suicide have forced a global conversation around how well we are, or aren’t, facilitating connection with the real world among our youth.

“This evidence – and the potential scrutiny of the incoming US administration of big tech and social media platforms – may force brands out from behind their screens if they want to mean something in the lives of their consumers. One-sided messaging leaves room for misrepresentation and misinterpretation – open dialogue will be the way for brands to engage in 2025.”

Neil Evely, head of innovation, Helo: “It seems inevitable that 2025 will continue the uprising of AI in all forms, but in the creative industry, we must tread carefully. Generative AI will churn out a tidal wave of mediocre content: faster, cheaper but most of which is completely forgettable. The real challenge will be to stand out by keeping our ideas human, messy, and memorable. Concepts will need to hit deeper, not just harder, leaning into bold originality, emotional storytelling, and tactile, even analog experiences that tech can’t replicate. The future isn’t just about wielding AI; it’s about rising above it.”