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.
When leveraged ethically and insightfully, social norms tap into the deep emotional wellsprings of behavioral change —creating room for people to feel more seen and aligned with their values.
The underbelly of programmatic has always had issues like these. Right now, this double game appears to be a remarkably common state of affairs among ad platforms and their clients, and I think it’s time we all looked at it a bit harder.
Products (and charismatic CEOs for that matter) alone won’t protect businesses from the inevitable moments when something goes wrong – when tech falls behind, when consumer preferences change, or when market conditions evolve.
Thinking creatively about how your business intersects with or shares the spirit of another is part of what makes joining forces such an intriguing opportunity.
The quest to achieve greater governance, efficiency and transparency is prompting advertisers to bring media operations in-house, and the good news is that now they have the tools to do so thanks to cloud technologies.
Many brands think they know how their agency partners work, and often equate more team members recruited for their account as an advantage to their business. However, this isn’t always the case.
The rise of TikTok represents a seismic shift in the way consumers engage with content, challenging traditional media outlets to adapt or risk becoming obsolete.
You’re not going to change the world so just entertain people. Because if you get your celebrity endorsement wrong, then boy you have wasted a lot of money.
Wherever they go, women are an asset to the companies they help build. They naturally bring a fresh, innovative perspective, and have a deeper and more empathetic understanding of diverse audiences.
The AI tools of ad platforms won’t become worthless; they give marketers an understanding of what the individual ad channel can see—but they certainly don’t give the full picture.
The output of everything that we do, as companies and as brands, depends exactly on the design of the experience itself, especially when it is predominantly digital.
Determining the right event and timing involves understanding your audience’s position in the buying cycle.
A recent survey of UK CMOs found that 84% said they believed using neuroscience research was valuable for planning campaigns. Drilling down into the details, however, there’s a clear gap between the potential use of this technique and how it’s currently being used.
Consumers don’t just respond to marketing materials in fully conscious ways. The design and use of your content can also have a psychological impact that helps to influence behavior.
The tsunami of rebrands includes refreshes, reboots, and resets as well as complete overhauls. And it’s not just a trend; it’s a tidal wave.
