IN THE PRESS
January 08, 2025
Predicting the future of creativity feels harder with each passing year, as the rate of change in the ad business accelerates. Still, there is no shortage of predictions for how creative work will evolve in 2025.
For this piece, 59 top advertising leaders offered their thoughts on creative trends that are likely to be front and center this year. Their predictions encompass everything from tone to tech, from politics to purpose, from formats to channels. AI, of course, continues to be a major topic—though exactly how it will manifest in advertising over the course of the year is an open question.
Troy Hitch, chief creative officer, Rapp
As the industry’s access to and mastery of data increases and generative AI becomes more serviceable, we can move beyond personalization (content made uniquely for an individual) and deliver personal (experiences that touch hearts, change minds and drive action). Brands will seek authenticity in human-first creative work, and niche audiences will become more and more valuable. The most niche micro-influencers will be the main ingredient for brand ideas and then scaled.
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