We do not remember days, we remember moments – Cesare Pavese (1908-1950).

2025 will have its share of moments to say the least in our industry & beyond. It will be busy, and change will be its only constant. Political, societal, industry, commerce, and marketing. A year where moment marketing will be on the rise more than ever and a year where we need to make every moment count.

With the amount of content, media channels, events, brands, occasions, technology, and AI making things more personal, more visible and more scalable; the moments to delight, moments to make your brand unignorable, and moments to ensure your message lands and converts in harmony (that’s bx, cx and commerce working together) will be a key business and marketing KPI. And the effectiveness and correct measurement for these moments, will drive pitches, will drive business relationships, and will decide “our” winning moments in business.

Here's to owning “moments”

Sasan Saeidi,

IAA Chairman and World President,

IAA Global

The industry will see continued innovation in the Privacy-Enhancing Technologies (PETs) space in 2025. The companies who are most successful will be the ones who strike the right balance between raising the privacy bar for consumers and providing utility for businesses. Advertisers should prepare for increased cookieless traffic and continue to invest in PETs as part of their overall data strategy.

Jeff Buchan,

Head of Global Privacy Partnerships, Industry & Regulatory Engagement, Google,

IAA Global

After two decades in the creative biz, I can confidently say that 2025 is shaping up to be an exhilarating ride.

We’ll see AI-powered solutions that further personalize and target communications on one hand, and increasingly strict regulations curbing personalization to protect privacy on the other. Authenticity and transparency are now must-haves to earn consumer trust. Data ethics and privacy matter a lot—brands must handle personal information carefully or risk losing trust. Sustainability and social impact have also moved center stage, pushing brands to show genuine commitment.

Short-form, interactive content is more popular than ever, thanks to shorter attention spans. Micro-influencers and community marketing help build real connections by giving your brand a friendly, relatable face.

Altogether, 2025 is a year where creativity, ethics, and technology unite to shape the future of marketing.

Marianna Ghirlanda,

CEO BBDO Italy and President IAA Italy,

IAA Global

I expect B2B to continue to gain momentum. Looking at the broader global macro-economic environment, we’ve seen B2B on the rise - with the top 100 B2B brands growing their equity by 10% in 2024. With the rise of B2B, I predict that this will be combined with a return to commercially-led work that demonstrates business growth. Additionally, I think we’ll continue to see a rise of Commerce solutions where every touchpoint is treated as an opportunity to creatively execute, versus one big idea that sits at the top of the marketing funnel. Lastly, I see Creators becoming an invaluable channel in the marketing mix.

B2B, commercially-led work, Commerce and Creators - watch this space!

Paul Coxhill,

COO, LIONS & President, LIONS Intelligence,

IAA Global

AI, innovation, and DE&I are the power trio that will dominate 2025, defining success. This is the year to go beyond ‘survival’ and actively embrace technology, unleash the power of diversity, and evolve to thrive. The true power of AI reveals itself only when combined with human power, representing creativity, and understanding.

Sheba Nandkeolyar,

Global VP DE&I and President IAA Australia,
CEO MultiConnexions Group,

IAA Global

In the media industry, one of the biggest trends for 2025 is the comprehensive integration of Artificial Intelligence. It is enabling highly personalized content and tailor offerings to individual users. Concurrent, as AI becomes more prevalent, there's a growing focus on ethical usage and fair compensation for editorial, image and content usage and the related copyright issues.

Beatrice Cox-Riesenfelder,

Director Sales Profil Newsmagazine,
Area Director Europe, IAA Global,

IAA Global

In 2025, CMOs will have to do more with less and will clearly focus on the potential of artificial intelligence. The goal is to make marketing as efficient as possible. Optimised and automated processes will be the focus. Once the processes are in place impact will follow.

Gerardo Mariñas,

CEO, Serviceplan Group/House of Communication Spain,

IAA Global

At the dawn of a new beginning, Lebanon has an extraordinary opportunity to strengthen its role as the advertising hub in the Middle East region, thanks to the unmatched creativity, talent, and innovation of its people. As the industry evolves, key trends such as the integration of AI-driven marketing strategies, the emphasis on personalized and immersive customer experiences, and the growing focus on sustainable and purpose-driven branding offer Lebanon a unique edge to innovate and lead. By leveraging its rich heritage and adapting to these global shifts, Lebanon can redefine the future of advertising in the region and beyond.

Naji Boulos,

President IAA Lebanon,

IAA Global

AI-Driven Marketing Innovation

AI is revolutionizing the marketing industry, from creative content generation (AI-generated text, image, video) to real-time marketing optimization (smart ad, personalized recommendation), enhance both efficiency and engagement. Businesses will rely on data-driven decision-making, leverage AI to analyze consumer behavior, refine strategies and maximize ROI.

Furthermore, Generative AI (AIGC) technology will evolve from an assistive tool to a co-creation partner, collaborate closely with human creative teams to craft more immersive and personalized marketing experiences. AI, no longer just a tool, it’s the driving force behind business competitiveness and the future of marketing!.

Yves Huang,

CEO, cacaFly, Former President, IAA Chinese Taipei Chapter,
Deputy Chairman, TAAA,

IAA Global

In 2025, Central Asia and nomadic nations are stepping into the global spotlight. With countries in our region winning Cannes Lions and Mongolia proudly joining the Spikes Asia jury for the first time, we are proving that authentic cultural storytelling and innovative creativity can achieve global recognition. The future of marketing here lies in blending heritage with modernity, championing sustainability, and inspiring the world.

Enkhbayasgalan Tungalag,

President, IAA Mongolia and Mongolian Marketing Association,

IAA Global

The future of the industry will be defined by a transformation towards sustainability—true sustainability. Brands and companies will not only compete to capture attention, but also to gain consumers’ trust and love through a genuine commitment to the environment and social responsability.

New technologies will undoubtedly be key tools in creating solutions. But it is our commitment that will drive us to create solutions that are more efficient, transparent, ethical, and conscious. This commitment will define the most successful companies. The future will be shaped by the actions we take today. It is our mission to drive positive change to the industry, and continue working on the legacy we leave for future generations.

Alberto Fernández,

President, IAA LATAM,

IAA Global

The fusion of marketing and AI is driving rapid innovation, reshaping business models in 2025.

Key trends include:

• Experience Engineering: Moving beyond customer experience design, this approach integrates customer interactions with internal operations for seamless alignment.

• Hyper-Personalization: AI enables deeper insights into customer behaviors, enhancing engagement through timely, tailored responses.

• From RMN to VMN (Vertical Media Network) ：From RMN to VMN, retail media has pioneered monetizing membership data, paving the way for vertical industries like HMN (Health Media Network) and BMN (Bank Media Network). These tailored media products will reshape marketing, driving innovation and creating new value.

Scott Hsia,

Managing Director, Merkle Taiwan,
Director, IAA Chinese Taipei Chapter, TAAA & MAA,

IAA Global

My prediction for 2025 is that it will be the year of big and vital questions.

Will the advertising industry finally react to the reality that four major companies control 65% of global ad spending?
Will advertisers realize that their brand safety is at risk when advertising on non-responsible or unreliable media and platforms?
Will they understand that focusing on high-consuming individuals within the Silver Economy is crucial?

Juan Ramón Plana,

Associate-Founder of Presidentex,
Board Member, IAA Spain,

IAA Global

The essence of advertising is not about how many people it reaches, but about how many hearts it touches.

Nowadays, with the support of AI technology, precise targeting in online advertising is no longer a challenge but a routine duty. However, as reaching target audiences becomes easier, the effectiveness of advertising has become significant. People begin to think about the effectiveness of advertising including the optimal frequency of exposure, the best time to reach out and the appropriateness of the content.

By 2025, the essential features will shift from “Reach Efficiency" to “Communication Effectiveness”. Advertisers need to leverage the power of technology to focus on every moment of messaging so that the brands can be seen, remembered and trusted.

Welly Huang,

General Manager of Sales, Taipei Digital Group,
Director, IAA Chinese Taipei Chapter,

IAA Global

In 2025, international media investment will grow by 5-7%, with OOH (Out-of-Home) making a strong comeback, driven by digital transformation. DOOH (Digital OOH) will take center stage, powered by AI-driven personalization, programmatic buying, and real-time dynamic content. Sustainability will be a key focus, with brands prioritizing eco-friendly screens and energy-efficient ad tech. Major cities will see a boom in interactive billboards, AR-powered street ads, and data-driven targeting that enhances audience engagement. As privacy laws tighten digital tracking, contextual and location-based OOH will become a premium media asset, bridging physical and digital brand experiences.

Ivan Garcia,

Managing Director, Anima,
Board Member, IAA Spain,

IAA Global

The advertising industry is reflecting changes and trends from overall society. The key challenge will be to get ready to lead the change. On one side, we have strong technology driven transformation of society, business and advertising (AI, better data proven inputs, faster processes, better measurement, more effective and efficient planning process, improved ROI, content personalization, etc). On the other side, we have new generations of advertisers being raised under specific context. They are: a) self-confident critical thinkers (looking at complex world challenges with fresh eyes, ready to lead the changes), b) very empathic (perfect base for great campaigns based on empathic story telling) and of course c) tech savvy. This is a perfect combo for the next generation of future marketers and advertisers, and the future of the advertising scene. It is on us to be able to leverage this new fresh energy and tools to set the future advertising scene. Innovation is the key driving force, so let us lead it, not follow.

Tanja Petrović,

President, IAA Serbia,

IAA Global

AI is the game changer of this era” that’s no longer news. We are all implementing it, and it is on the strategic radar of every advertising company. sti The real challenge is not what to do, but how to do it. The key lies in cultivating a clear, consistent and well-communicated company culture— both internally and externally.

Alex Waisman,

VP of Members + Board Member, IAA LATAM,

IAA Global

2025 is here with the promise of innovation, the thrill of breakthroughs yet to come. But history reminds us that monumental shifts don't happen overnight —they unfold gradually. Take the evolution of internet advertising: over the past 25 years, it has continuously adapted to new laws and technologies, shaping groundbreaking products along the way. Now, as we stand on the cusp of another revolution, AI has swept through every corner of our lives, but much like the electricity, radio, TV, and the internet, it will take time to settle down. So, buckle up for the ride of your career but don't expect the landscape to transform by tomorrow, for great things take time to gestate. Be ready for the day when you wake up to find optimus in your kitchen, offering to whip up the breakfast dish you drooled over on social media last night. In this new era, where the line between fantasy and reality blurs, we in the advertising community must prepare to be both the spectators and the architects of the industry’s next chapter.

Marcelo Cacciola,

VP of Events + Board Member, IAA LATAM,

IAA Global

2025 will be a year of radical transformation for the advertising industry. Those who can adapt to technological change and anticipate evolving consumer demands will lead the future. In a saturated market, creativity and innovation will be the keys to standing out. Brands that invest in original, disruptive ideas will be the ones that capture consumers' hearts. Moreover, ethics and responsibility will be more crucial than ever. Brands that show a genuine commitment to society and the environment will be the ones that earn lasting consumer trust.

Paola Zigman,

Treasurer, IAA LATAM,

IAA Global