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.
Education-led marketing is a smarter way to connect with buyers, build lasting relationships, and drive real results. Ultimately, brands that make this shift don’t have to fight for attention. They stand out because buyers seek them out.
As content creation abilities and consumer expectations continue to evolve, it’s becoming ever more essential for brands to be bolder and embrace a new approach.
Without the right information, education and level of engagement, sustainability will always just be a buzzword that’s thrown around as a supposed point of difference for brands.
Ultimately, to build a great brand, you need to know what you believe in and be willing to stand for it. That takes courage, but there will always be space for brands with a unique point of view.
Don’t seek efficiency in the typical places by lowering the quality of your marketing. Boost it by going local. Your stores, franchisees, and shoppers will thank you.
It’s imperative as an industry that we provide brands with a guarantee for brand safety. Supplying the right tools and intelligent technology solutions can enable the industry to grow in a way that is also safe for advertisers.
Retailers are experiencing a realisation post-pandemic. While stores were closed, those with loyalty programmes were able to keep in touch with customers.
As we brace for a recession, we as an industry must carefully consider our current models of measurement and targeting.
Hindsight is indeed a wonderful thing, so marketers must use it to look to the past to survive the future.
The automotive advertising world is being impacted and challenged, but it also can embrace new innovative routes to create market differentiation.
While entrepreneurship is exciting, it requires some industry research, substantive data and creativity to help you stand out from the crowd.
Whilst we are seeing a significant shift in travel, tourism and long-term moves, creating a clear and defined destination brand can hold significant power for a location.
Companies, employees, and the general public are still negotiating continuous challenges in the world of work, finances, and leisure, be it by navigating different prices, staff shortages, absences, or a change in services available.
Greater transparency comes with close collaboration with your technology provider. Part of that means using a shared language to communicate your brand suitability preferences and safety needs.
Here are some things I learned along the way for brands and businesses to consider when working with influencers.
