TITLE: Founder and CEO, Cicero & Bernay
YEARS IN THE ROLE: 19 years
YEARS IN THE INDUSTRY: 25 years
YEARS IN THE MIDDLE EAST REGION: 48 years
OTHER ROLES: Chairman, PRCA MENA; President, ICCO Middle East
POWER ESSAY: Looking into the 2025 social media mirror
We tend to divide time into neat segments, as if each respective period stands alone. The reality is far more fluid; the passage of time is continuous, and the lifespan of the spaces and tools we interact with reflects this. Platforms we rely on today are built on histories and choices, making their evolution inevitable: the ongoing conversation around behaviour and trust in social media is a perfect example, where every update, controversy, and technological shift nudges us closer to important turning points.
One pivotal moment came when users left X en masse, rejecting Elon Musk’s vision for it. The divisive reactions his arrival sparked highlight the deep emotional connections people have with these arenas, connections that are essential to maintaining their relevance. And relevance will be the focus in 2025. While Threads made an ambitious attempt to take over the space, it has since retreated, carving out a new, intriguing identity centered around storytelling. This evolution shows how platforms must (and will) continually adapt to meet the changing demands and values of their users.
The revelations about social media networks deliberately suppressing certain content have become central to discussions about integrity lately, and their role in riots and unrest elsewhere has sparked further debate. Despite these controversies, Instagram has maintained its user base and even taken on a more valued role in disseminating information during crises.
In 2025, we can expect richer metadata to surface around user behaviours and platform choices, especially as they are driven by the vivid emotions that world events have brought up.
Traditional news outlets are increasingly being overshadowed by these mediums, so it’s no surprise that digital-first, youth-led news services like blinx and such have successfully stepped in to fill the gaps left by mainstream media.
As we move forward, users will likely become even more entrenched in their chosen digital routines. However, we can’t ignore the possibility of a seismic shift brought on by AI. A major artificially intelligent innovation or add-on could emerge on one of these platforms, drawing attention and reshaping the landscape entirely.
Snapchat, while no longer dominating the conversation, has shown resilience by engaging its core users and staying ahead of the curve in terms of technological enhancements, including AI hardware. Updates emerge with regularity about the exciting developments they are making. The app may not be front and centre, but it continues to prove its versatility.
The much-anticipated augmented reality Meta world we were supposed to be living in by now never materialised, despite the column inches it received. Facebook’s role in this unrealised future didn’t become clear in 2024, and it’s unlikely to do so any time soon. What we can say is that its rivals are showing that smaller, user-focused innovations are what these trend-leading generations demand.
In 2025, we can expect richer metadata to surface around user behaviours and platform choices, especially as they are driven by the vivid emotions that world events have brought up. As Google continues to cling to its Chrome cookies, our approach to SEO is evolving, requiring marketers to adapt swiftly to ensure resonance. Without overstating it, our future is tightly tied to the future of digital habits, platform trust, and technological innovation.
In 2025, much will depend on how these channels respond to users’ demands, values, and ever-evolving expectations. While we may be checking off a new year on the calendar, the atmosphere will likely feel very familiar, leaving us to wonder if it’s us or them who have truly changed.
Career highlight:
This year, one of my most inspiring moments has been seeing C&B achieve a 95 per cent client retention rate, which reflects our team’s hard work, dedication and passion. There’s no greater accomplishment than the value clients attribute to our efforts, continuously reminding us of the purpose behind every project we undertake.
Rapid fire
Focus for the next 12 months?
Continued growth and innovation.
Buzzword we need to kill?
“Disruptive”.
Marketing needs to prioritise?
Relevance.
Marketing needs to change?
Shift from intuition to data-driven decisions.
Top lesson learnt in 2024?
It’s all about the team.
What worries you the most?
The fast-evolving nature of the industry.
Biggest blessing in your life?
Family, direct or professional.
Value/principle that matters the most?
Integrity.
Next travel destination?
Tokyo.
What is your pet peeve?
Inconsistency.
Who do you look up to?
My two sons.
Favourite restaurant in the Middle East?
Right Bite.
What are you reading?
The Anxious Generation.
Favourite hobby?
Chess.
Top tip?
Always be positive.
