What are the top lessons from 2024 that we’re taking into 2025?
2024 underscored the power of collaboration, innovation, and a people-first approach. We learned that success lies in building strong partnerships – whether with clients, platforms, or tech providers – and leveraging these relationships to drive creative and impactful solutions. Agility proved to be key, as the rapidly shifting digital landscape rewarded those who adapted swiftly to evolving technologies and consumer behaviours.
Equally important was the lesson that authentic connections matter – brands that engaged with consumers on a deeper, human level saw stronger results. Internally, we recognised that investing in employee well-being and fostering a positive, inclusive company culture is vital for sustaining creativity and resilience. Additionally, the importance of responsible marketing stood out, as consumers increasingly value transparency, ethics, and sustainability in brand messaging. Heading into 2025, we’re doubling down on personalisation, meaningful storytelling, agile processes, and prioritising our people to stay ahead of the curve while driving impactful, responsible growth.
What do leaders in the digital ecosystem need to avoid?
Leaders in the digital space need to avoid the temptation of blindly chasing trends or getting swept up in the latest technological advancements without considering their true value. While innovation is crucial, losing sight of real human insights and the core needs of your audience can lead to campaigns that feel disconnected or inauthentic. It’s essential to balance technology with empathy – using tools to enhance meaningful engagement.
How do you ensure every member of your agency remains at the forefront of emerging digital trends?
We rely on a strong leadership team with a proven pedigree, which plays a crucial role in mentorship and setting a clear roadmap for continuous learning. Beyond this, being part of the WPP network gives us access to global learning initiatives, such as WPP Open, which provides our team with cutting-edge resources, tools, and training programmes. These initiatives ensure that our people remain informed about emerging digital technologies and best practices. Additionally, we tap into WPP’s extensive global network of training programmes and collaborative opportunities, enabling our teams to learn from industry leaders and experts worldwide.
2025 will be a year of … meaningful transformation, where people come first – both consumers and employees. Brands will focus on building authentic, personalised experiences rooted in trust and human insight, while leveraging technology as a tool for innovation. Equally, companies will invest in employee well-being and fostering a strong, inclusive culture, recognising that thriving teams are key to driving impactful connections and sustainable growth in an evolving digital landscape.
By Jay Desai, Head of Tech & Commerce and Oliver West, Head of Customer Experience (CX) – Digital, VML
