In this Industry Snapshot, Ziad Ghorayeb, CEO of Dentsu Creative shares his perspective on what truly sets agencies apart – creativity that moves business, not just wins awards. From the fusion of local culture, craft, and commerce to the power of AI-driven creativity with human soul, he explores the shifts shaping the industry.
As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?
It’s always been about the craft, but here’s the uncomfortable truth: too many agencies have watered it down. They chase trends, lean on AI prompts, and call it creativity. True craft, the kind that stops you and moves you, requires mastery, taste and obsession. And that comes from culture: the culture we nurture within the agency and the cultures we honour outside of it.
And here’s what really sets agencies apart: Creativity that doesn’t just win awards, but creativity that moves business. True differentiation happens when creativity solves business problems, not just marketing briefs. That also requires integration, connecting creative, CXM, and media into one solution that is built around outcomes.
Our formula for success? Craft that makes you feel. Culture that keeps you real. Creativity that delivers results.
Could you comment on whether the coming together of local culture, craft, and commerce is critical to creativity in 2025?
The fusion of local culture, craft and commerce is non-negotiable. Brands that overlook this combination are destined to become background noise. Consumers demand authenticity, and that only springs from a deep respect for local nuances. It’s about crafting messages that resonate on a personal level. Club this with a sharp commercial strategy, you will then create movements that drive both brand affinity and business growth.
In your opinion, what are the most significant changes the creative industry has witnessed during the past 12 months?
The past year has been a wake-up call for the creative industry. We’ve seen a shift from chasing trends to chasing impact. Clients are no longer impressed by campaigns that win awards but fail to drive business outcomes; they want creativity that delivers results.
AI has gone from an experiment to an expectation, but the real winners are those who use it to elevate, not replace, human creativity. Data-driven insights are shaping storytelling, but the best ideas still come from human intuition.
We’re also witnessing a collapse of silos. Brands now demand integrated solutions: Creativity, CXM, and media must work as one, driving outcomes together rather than in isolation.
Finally, cultural relevance has become non-negotiable. Consumers reward brands that show up authentically in their world, rooted in local insights but connected to global conversations.
Less fluff, more impact. Less noise, more meaning. The future belongs to creativity with purpose.
What emerging creative trends are at the top of your clients’ wish lists in 2025?
Clients are seeking creative solutions that cut through complexity and drive real impact. Here’s what’s topping their wish lists:
- AI-driven creativity with human soul: Clients expect AI-powered personalisation that retains human emotion, blending speed, scale and soul to create relevance that resonates.
- Shoppable ecosystems and seamless commerce: The line between content and commerce is gone. Clients want immersive, frictionless experiences where inspiration and transaction meet instantly.
- Hyper-personalisation beyond segments: It’s no longer about personas, it’s about people. Brands are leveraging behavioural data to create individualised experiences driven by empathy, not just algorithms.
- Bold cultural engagement: Clients want campaigns with cultural courage; creativity that contributes to meaningful conversations and drives brand affinity.
- Integrated growth solutions: Creativity, CXM and media must now work together, solving business problems through a unified, outcome-driven approach.
Creativity in 2025 isn’t just about what you say, it’s about what you solve.
What will it take to cut through the noise in the year ahead?
Success belongs to brands that adapt instantly, balance AI with human artistry, and let creativity become a true business driver.
The creative industry needs to wake up from…
The creative industry needs to wake up from playing it safe and settling for the expected. Creativity thrives on risk, disruption and bold thinking; but too often, we rush from brief to delivery, skipping the steps where real magic happens. The industry’s pressure for speed shouldn’t mean sacrificing depth. Great work needs space to breathe, time to evolve and courage to challenge the norm. It’s time to break patterns, push boundaries and prove that daring ideas drive lasting impact.
By Ziad Ghorayeb, CEO, Dentsu Creative.
