The Drum’s Agencies to Watch 2025
The female-led agency has the US in its sights having made its mark with eye-catching brand experiences for the likes of McDonald’s, Netflix and Volvo in its UK home market.
What trends will shape the industry in 2025?
Louisa O’Connor, managing director: Collective experiences will define 2025 – people value shared emotions and memories, and brands are seeing the impact this has on their resonance. We’re also seeing the rise of the common influencer, which is reshaping marketing strategies; consumers are becoming the heroes versus paid creators, driven by the demand for authenticity. I think we’ll also see nostalgia remain a key trend, with the focus shifting from retro aesthetics to simplification and a need to go back to basics as the tech world can feel overwhelming.
In experiential marketing, we see a lot of tech used for tech’s sake. However, brands are moving away from that to focus on the human aspect, tapping into the niche needs of the individual instead of the masses. Consumers crave simplicity and look for brands to alleviate their pain points, which is now influencing how we design experiences. It’s less about what an activation will look like on a camera and more about the emotion that an experience can create.