For advertisers, the message is clear: If you’re looking for a partner who embodies authenticity, cultural influence, and brand loyalty, Erica Wheeler is the athlete to watch.
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1-3 April 2025
2025
2025
If you have any doubts that brand mascots are fading into obscurity, the commercials for Super Bowl LIX prove advertising’s hardest working characters are so back.
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2025 will be the year of in-store retail media, but this opportunity won’t just fall into retailers’ laps. Now is the time to be laying the foundation for retail media’s next biggest opportunity.
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How brands respond to the latest changes taking place on Meta’s platforms remains to be seen. But advertisers do have options, and this is a moment for them to rethink their approach to blocklists and banned words and take a fresh approach to their online advertising budgets and the role of news sites in their advertising mix.
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Chrome has long been a linchpin in campaign creation, audience targeting, and performance analysis, offering seamless integration with Google’s vast ecosystem. Its sale could fragment this unified environment, forcing those in the advertising industry to rethink how they approach everything from data collection to media buying.
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The application of contextual tech to evaluate the meaning of content across the open web is broadening. It remains, of course, a platform for watertight brand safety and targeting precision.
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The future of advertising lies in embracing technology without losing the human element, finding creativity within constraints, and combining precision and empathy.
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The path to successful implementation requires thoughtful planning and consistent optimisation, but the rewards are clear: organisations that embrace curation’s strategic potential will be better positioned to deliver privacy-compliant, highly targeted campaigns that drive measurable business results.
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As we look to the future, the path forward is clear: focus on the customer, adapt with purpose, and create value that resonates in a rapidly changing world.
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