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.
As your brand looks to the future, know who you are, stand strong by your value commitments, and don’t fall into the trap of risking long-term brand meaning.
We work in an industry that shapes how people experience the world, and we know that comes with responsibility. Let’s bravely think about what we can do about loneliness.
Lasting impact comes from seeing customers as individuals and designing experiences that reflect how they actually engage. That’s how brands stay in tune—and stay in business.
When internal marketing teams have access to platforms that can concept, launch and optimize campaigns in real time, the question becomes: what value is the agency adding?
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.
The brands that endure are those designed to be both valuable and resilient — to attract investment today and withstand disruption tomorrow.
By Christina Cubeta, CMO at Scope3 In 1954, the first International Advertising Festival was launched…
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Your social presense, the signals, stories, platforms, and people that link you to your audience, is your commercial advantage. But only if you build it intentionally.
