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.
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.
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.
In an era dominated by endless short-form content streams, algorithm-driven feeds and AI-generated matter, people aren’t just tired – they’re tuning out.
We spoke with industry experts to explore how sensory marketing can breathe new life into customer interactions.
An always-on content strategy—which reflects a brand’s values—is key toward ensuring you stay connected with audiences so they feel top-of-mind.
By deepening their understanding of youth passions and fandoms, marketers can foster engagement that is not only meaningful in the present but also lays the groundwork for future brand affinity.
Shifting from traditional lead generation to genuinely influencing revenue isn’t just beneficial; it’s essential for marketers today.
Confidence isn’t just a nice-to-have right now—it’s essential. And brands and their marketers are at the heart of rebuilding it. It’s more than just putting out the right messaging.
As experiential marketing evolves, the brands that will stand out are those that treat taste not as an extra, but as a foundational element of storytelling.
With the pressure on new CEO Fernandez to improve performance, I wonder if increasing creator/influencer marketing is the right tactic for the company today.
For many brands, the real challenge is balancing the desire to disrupt with the need to be relevant. Disruption for its own sake rarely leads to long-term success.
The best agencies aren’t just winning pitches. They’re building trust. They’re engaging clients long before a formal process begins, proving their value beyond the work.
