By Wassim Bassil, CEO & Partner, Interesting TimesIn this Industry Snapshot, Interesting Times’ Wassim Bassil notes the importance of personalisation and authentic engagement and how if neglected can weaken a brand’s impact. He continues on to comment on how 2025 will be a year of transformation and breaking boundaries.
What are the top lessons from 2024 that we’re taking into 2025?
In 2024, we learned the importance of adaptability and leveraging transformation as a growth driver. Our focus on integrating technology with creativity allowed us to navigate challenges while staying true to our clients’ evolving needs. We realized that collaboration—both internally and with clients—combined with a commitment to measurable impact, sets the foundation for long-term success.
What do leaders in the digital ecosystem need to avoid in the months ahead?
Leaders in the digital ecosystem need to avoid complacency and over-reliance on traditional metrics or strategies that no longer resonate with evolving consumer behaviour. The pace of technological advancement and shifts in audience expectations demand agility and foresight. At Interesting Times, we’ve seen how neglecting the importance of personalisation and authentic engagement can weaken a brand’s impact. Leaders should steer clear of one-size-fits-all approaches and instead prioritise tailored experiences that reflect the values and interests of their audiences. Another pitfall to avoid is underestimating the importance of ethical practices in data usage. Transparency and respect for user privacy are non-negotiable in building long-term trust with consumers.
How do you measure and demonstrate the success and ROI of your digital marketing campaigns to your clients?
Success is measured through a combination of performance metrics, consumer engagement levels, and qualitative feedback. We use a robust analytics framework to provide dynamic dashboards that align with each client’s KPIs, ensuring transparency and clear ROI tracking.
We take a data-driven approach to campaign success, starting with clear KPIs tailored to each client’s objectives. Using advanced analytics tools, we track real-time performance, identify key trends, and adjust strategies where necessary. At the same time, we integrate qualitative insights—like customer feedback and brand perception shifts—to provide a 360-degree view of ROI.
How would you finish this sentence: 2025 will be a year of …
Transformation and breaking boundaries. At Interesting Times, 2025 is about embracing the opportunities that come with working across borders and collaborating with talent from around the globe. By fostering a diverse and inclusive ecosystem, we aim to deliver bold creative work that brings business results to our clients. It’s a year where transformation goes beyond our strategies, and boundaries—encompassing how we connect, how we innovate, and how we empower people to bring their best selves to every project.
By Wassim Bassil, CEO & Partner, Interesting Times
