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.
Emotional intelligence puts the human back in marketing, helping brands cut through biases and connect meaningfully.
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.
TikTok is the social media platform of the moment. With over 2 billion downloads and 850 million active monthly users, TikTok is home to passionate followers who enjoy trends and content creation.
Choosing your marketing strategy is a challenge, however, especially if you’re deciding between your in-house team or outsourcing. Both have pros and cons, and it comes down to deciding which will help you reach your goals.
Everyone wants to run optimal advertising campaigns, but when it comes to honing performance, marketers can often question if they are using their content appropriately and efficiently.
The good news? Retail shopping neared pre-pandemic levels this past holiday season, meaning spending is happening across the country, with 89% stating plans to spend at least as much as they did pre-pandemic.
The overarching theme of the new endemic era for the year ahead is agility. As we anticipate what to expect in 2022 and beyond, it is clear that the ability to adapt to the ever-evolving demand of consumers will be the key to success.
As stringent rules become the new normal, brand marketers should aspire to replicate the framework that regulated industries have perfected.
In a period of such comprehensive change, it can be difficult to assess the impact of a single trend. However, one overarching shift can help to explain many of the other changes taking place in retail and commerce: the convergence of media and retail.
Ultimately, consistency and authenticity are what will set brands apart. All experiences should reflect the brand’s values and aesthetics. And interactions should feel the same regardless of the device a customer is using.
By Todd Hedberg, The Lacek Group Every parent knows a contest or game can transform…
Although regulations for influencer marketing are still being defined, the industry would welcome more robust guidelines and is taking steps toward implementing this for the benefit of brands, audiences, and content creators.
The anxiety and fear are normal. But through the fog of uncertainty, there are many reasons to maintain calm and stay the course.
By Gökçe Nur Oguz – CEO and Co-Founder of Playable Factory The mobile games industry…
