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Campaign Middle East
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Shantelle Nagarajan
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Predictions 2025: The year ahead for creative effectiveness

Shantelle Nagarajan
posted on

Impact BBDO’s Ali Rez predicts creative effectiveness through human creativity, speed to market, humour and more for the year ahead.

Ali Rez, Chief Creative Officer for IMPACT BBDO, predicts how creative effectiveness will unfold in 2025.
In a very famous Monty Python sketch, the death of a parrot is described repeatedly and redundantly in several phrases: “The parrot is no more. It has ceased to be. It is bereft of life. It is now an ex-parrot.” 
Whenever I’m asked about ‘creative effectiveness’, I feel a similar sentiment: isn’t creative effectiveness the same thing? The redundancy in the phrase is often baffling – something that is truly strategically creative will almost always end up being effective with its audience.
Scores of data points


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Tags:Ali Rezauthenticitycreative effectivenesshumourImpact BBDOPredictions 2025
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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