At Advertising Week Europe 2025, most brand sessions centered on scale, spend, and safe bets. Burger King UK, on the other hand, showed up with postpartum hunger, hospital room selfies, and an unapologetically human campaign that sparked a national debate.
At Advertising Week Europe 2025, the question wasn’t whether influencer marketing works—it was whether it’s gotten too powerful. And if you were in the packed audience at this headline session, you know one thing for sure: no one held back.
While many sessions at Advertising Week Europe 2025 buzzed with the usual talk of performance metrics and AI-driven innovation, one quieter, more intimate discussion delivered something rarer: a blueprint for building brands that don’t just include disabled consumers—they center them.
Education-led marketing is a smarter way to connect with buyers, build lasting relationships, and drive real results. Ultimately, brands that make this shift don’t have to fight for attention. They stand out because buyers seek them out.
As content creation abilities and consumer expectations continue to evolve, it’s becoming ever more essential for brands to be bolder and embrace a new approach.
Without the right information, education and level of engagement, sustainability will always just be a buzzword that’s thrown around as a supposed point of difference for brands.
Every business struggles at times; you need the courage to learn from your experiences and keep going. And remember, if you get it right, on the rollercoaster that is running your own business, the downs are right before the ups.
There’s no sign that the experiential marketing industry is slowing down, so the future looks bright. Marketers would be wise to get their ducks in a row now to reap the rewards.
Overall, Cannes Lions 2024 highlighted a dynamic interplay between sustainability, AI, media evolution, and creative excellence. The festival served as a platform for industry leaders to discuss and showcase how innovation and responsible practices can drive meaningful change and positive impact in the industry.
Cannes Lions 2024 reflected an industry that has progressed from talk to action when it comes to AI, cookies and commerce media. Elsewhere, chat on the French Riviera turned to the rise of CTV and the need to work harder than ever to gain consumer trust.
The concept of a channel multiplier effect in itself, isn’t a new one. Both client and agency side, we know that different channels can support and enhance the performance of each other.
In this dynamic era of the Experience Economy, where empathy, immersion, and memorable interactions reign supreme, businesses have a unique opportunity to create lasting connections with their customers.
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Many organizations are working towards this already, but significant opportunity remains for many others to understand the benefits of prioritizing sustainability.
For marketers, the implications are clear: leveraging graphic design in experiential events can significantly enhance audience engagement, encourage content creation, and amplify the brand’s presence in the digital realm.
For PR and marketing professionals, understanding cultural shifts is an opportunity to create content your audience will resonate with. That’s a trend we can all get on board with.
Navigating the evolving sports media landscape requires brands and agencies to adopt strategic approaches that align with changing consumer behaviors and preferences.
By Tom Christmann, Executive Creative Director, Catch+Release “I’m a creative in advertising.” What a strange…
