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.
Instead of asking “what’s the minimum we can do to get this out the door?”—ask “what’s the sharpest, most emotionally resonant idea we can build a world around for our brand?”
Experian’s Debbie Oates explains that there’s help on hand to understand the new tectonic shifts in the make-up of the average UK household, so marketers can avoid being left behind.
The bridge between marketing and finance isn’t built on a false sense of certainty, but on honest, measurable uncertainty that both teams can plan around.
Lead entrepreneurs have a critical role to play powering creative agencies through today’s competitive landscape.
Now the shockwaves have passed from Google’s latest announcement, it should be clear to all advertisers and agencies that even if the cookie isn’t cut off completely, its power will diminish over time.
By leveraging their position and visibility, brands can be prominent in helping drive healthy conversations, share useful information, and promote trustworthy news sources. They can help arm young voters with the insight they need to make the most of this cultural moment, proving their relevance to this audience, and forging connections that last through the election and beyond.
The message to the industry is clear: the evolving consumer landscape is calling for a new type of agency, one that represents the diverse mainstream, and balances inclusivity with specificity.
To truly connect with today’s consumers, brands must become relatable. Audio storytelling accomplishes that goal in a unique way by allowing consumers to hear an unvarnished account of what a brand is doing and why.
As expectations for corporate responsibility continue to rise, brands have a unique opportunity to lead the charge in addressing environmental issues.
If it’s even a question in your mind, take the road less traveled, you’ll end up somewhere unconventional and divine.
We all know that great young talent is hard to find. If you’re lucky enough to hire someone who’s eager to learn and excited for their career in advertising, help to nurture that spirit every day.
Times of change can be turbulent, especially given the history and frequency of CMO-level turnover. Whenever that moment hits, agency leaders need to prioritize communication over remuneration.
It’s time to define your brand’s approach to doing B2B with a B2H mindset. If you focus, prioritize, and then test new approaches, you can create experiences that drive new impact and deliver more of the value needed to grow.
Understanding the trends driving this marketing trend will help big brands and small businesses maximize their influencer relationships.
By engaging consumers mid-funnel and aligning with their values, brands can build stronger relationships, drive relevance, and ultimately improve conversion rates.
