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.
Brands that lead with clarity and courage will win the next decade. Not because it’s trendy. Because it’s true.
The sentiment at Cannes was one of grounded optimism. There’s growing alignment around the need for outcomes, better measurement, and AI integration.
Let’s focus on what matters: insights fueled by data, strategy that responds to human needs, creative that connects emotionally, and measurement that proves we are on the right path.
When platforms extract value from communities without consent or reciprocity, they recreate the logics of empire.
Digital marketing is powered by fossil fuels. It’s time we started counting the clicks that cost the planet.
Where do you start when designing event formats that resonate across different markets while honouring different countries’ cultures?
Snapchat lets brands connect with audiences in a way that feels personal, interactive, and natural, like chatting with a friend. In an age of polished perfection, that kind of authenticity is what truly converts.
Planning around propensity, not persona, means the messaging is more relevant and consistent from the very top of the funnel to the bottom. Not brand or performance – just marketing, executed with purpose.
The tired consumer isn’t unreachable. Reach them with a tangible shift towards respect and understanding. If you can be that kind of brand, you’ll matter—now and long after the headlines shift.
Push forward, stay aggressive but flexible and always know the sun will rise tomorrow, even if ROAS doesn’t.
We sat down with Rob Rakowitz, Head of Marketing at Vidmob, to talk about how CMOs can find a path through current economic challenges, and why creative data is so important to brand growth and competitive leadership.
Automation has opened up incredible possibilities for marketing teams. But with great power comes great risk of sounding like every other brand in the feed.
Brand safety isn’t just about protecting your reputation—it’s about empowering your brand to thrive, innovate, and lead with confidence.
By creating connective tissue between message, medium, and moment, we unlock the kind of storytelling that earns attention and action.
The real question isn’t whether brands should embrace unhinged marketing. It’s how far they’re willing to go.
