Embracing and nimble adaptability is key to growth in 2025, say agency heads

And the ever-present opportunity for agencies is growth built on the ability to accept, embrace and adapt quickly to change.

Eric Campbell, global chief client officer, VML: “2024 has been demanding for our sector. Our industry is dynamic and that will remain moving forward. This year reinforced two ongoing truths: prioritize both clients and our people. For clients, the importance of supporting them and bringing proactive solutions in new ways. For our teams, ensuring an environment for growth and doing great work exists. We have great people that form deep capabilities so keeping our focus on clients helps navigate the current environment.”

Nadja Bellan-White, group CEO, M&C Saatchi North America: “We are at a profound inflection point in this country – a sea change that demands our industry reckon with both the burden and the privilege of its role in shaping society. This duality has informed much of our agency’s strategy. The burden lies in the daunting, yet rewarding, opportunities to do meaningful work amidst complex and ever-present challenges. The privilege comes from the power we hold as leaders and changemakers – power that, when wielded effectively, can drive real impact. The question we must confront is: What will we do with this power? What role will we play in shaping the way things are, and what side of history will we stand on? As we move into the new year, these questions demand answers—not just from our agency, but from every leader across our industry. In an era of uncertainty, brands continue to turn to agencies to help navigate uncharted roads. Our responsibility – and our privilege – is to ensure we don’t just respond to change, but help lead it.”

Richard Elwell, co-founder, One Black Bear: “Believe in ghosts, but don’t let ghosts kill your self-belief. One commentator called 2024 the year of ghosting. You know the one, where you have a seemingly positive chat and then the prospect suddenly goes deathly quiet on you. Remember, this is a numbers game and you only need the glass on the Ouija board to move once and you'll be a believer again. Network and meet folks like no one’s watching: A long-standing, self-confessed ‘I’d rather notter’ in terms of networking, we’ve become a lot better at this and it does work. Relying on mailers and other ‘not in person’ new biz baiting doesn't hold a candle to actually speaking to folks, having a productive conversation and them never replying to your follow-up (joking...see point above). Keep pedalling because who cares if you don’t suit lycra. It’s not you. It’s me, (ie the sector). The realisation that 2024 has been shit for pretty much every agency and the new year heralds a new one – really important. Numerous times we’ve held self-therapy sessions reassuring our fantastic, uber-talented team that no, they shouldn’t re-train as pig farmers just because the worst work won that pitch or that all the chasing came to nowt.

Ellen Faulkner, CEO of Lewis: “Change and speed defined 2024. The rapid pace of business continues to impact work and personal lives, challenging us to balance a constantly evolving industry with our team members’ wellbeing. Success requires putting both clients and employees first, making empathy and balance essential for managing workloads while maintaining profitability. In marketing, technology plays a critical role, but authenticity is what truly moves the needle. Audiences are more attuned than ever to inauthenticity, demanding we go beyond data to uncover emotional drivers through qualitative insights. By fostering customer empathy, we can build genuine brand communities rather than just acquiring customers. As Tom Petty said, “There ain’t no easy way out.” This ever-changing landscape demands courage. We must create environments that embrace risk-taking and view failure as a stepping stone to success. By boldly engaging with boundary-less, virtual communities, we can innovate, connect meaningfully, and thrive.”

James Connelly, CEO & founder, Charlie Oscar: “There’s been so much change in marketing, no more so than in 2024, with much more to come in 2025. Clients are grappling with so many emerging trends and technologies and agencies should be leading the conversations. Agencies have to make decisions on product set to serve the changing market. What we’ve learned this year, especially in tricky market conditions, is that brands will always default their attention to growth. That is more often than not the role of marketing. So when we think about the product set for next year, we start with what can impact our customers’ growth. We’ll deprioritize opportunities if it doesn’t deliver that objective. It’s a particularly helpful lens when we consider how we want to pioneer AI in advertising.”

Jonathan Akwue, president, Translation: “In 2024, over 2 billion people worldwide participated in elections, a year defined by economic volatility and seismic cultural and political shifts. My key takeaway is that people often behave in ways Dan Ariely described as Predictably Irrational. As agency leaders, our ability to challenge assumptions and adapt is crucial for navigating this complexity. In 2025, my focus will be on fostering a culture of curiosity, experimentation, and collaboration – ensuring Translation remains agile, client-focused, and deeply attuned to the cultural pulse. By doing so, we will create work that drives meaningful impact and strengthens relationships with both brands and communities.”

Asha Shivaji, CEO & co-founder, SeeMe Index: “In 2024, we collectively recognized that inclusive advertising isn’t just a moral imperative – it’s a business advantage. The UN Women’s Unstereotype Alliance Business Case for Inclusive Advertising demonstrated that inclusive campaigns significantly boost both short- and long-term sales while strengthening nearly every brand equity metric. Meanwhile, SeeMe Index’s research with Circana revealed that more inclusive beauty brands are growing 1.5 times faster than their less inclusive competitors. Looking ahead to 2025, these data-driven insights will empower us to advance inclusivity in the advertising industry while navigating the politicization of DEI efforts. Our key takeaway: double down on data. Let the evidence speak for itself - proving that inclusive advertising and brands drive real business results.”