2025 started off relatively sedately. But there were already some indications of the seismic shifts that lay ahead.
Speculation on one of the biggest mergers in this industry’s history had started, Donald Trump’s imminent return to office was upon us and NASA confirmed that 2024 had been the warmest year in history.
But what has transpired since then, would have been impossible to predict, and much of it is still evolving.
So as we wave goodbye to 2025, we’re offering three observations and a dose of positivity as we head into 2026:
1: Lifting each other up improves everything
We were truly heartened by the support that our return to private ownership attracted.
The new fire in our belly is fully focused on continuing to support the industry however and whenever we can. By working with others committed to doing the same, we not only help each other out, we will make a greater impact and faster progress.
In working with World Media Group, David Meikle, Tina Fegent (FCIPS), The BD100, InnerGroup, Tracksuit and Effie UK we’ve opened broader conversations, learned from each other, and created greater connections in all parts of the industry.
Expect to see more of the same from us and as we face the headwinds and backlash of so much 2025 volatility. We believe working together with a positive intent will make for a happier, and more progressive industry.
2: Storytelling is still a competitive advantage
Be that your own story, your client’s or your organisation’s. Where technology has democratised so much of what we do, people buying people through emotion and credibility has become even more apparent.
When we’re matching clients with agencies, the stories are often what seals the deal. The client brief that articulates their vision and needs in an aspirational way will capture the heart of the strategy and delivery team, and not just the attention of the CFO. It will see their ambitions prioritised.
Equally, the agency that articulates its capabilities into a meaningful, easy to get hold of way will attract the clients they’re best suited for. And the brand platforms they create that allow for evolution and adaptation will work harder, faster and better than activations without soul.
3: Trust is your strategic imperative
Our final Club Evening panel of 2025 focused on trust. Not in a cursory, ‘nod to it’ way, but as business imperative. In a world where there has been so much churn across resourcing structures, supply chains and in ownership, your advantage will come from consistently turning up and understanding that only by being trusted will you be chosen, and chosen again.
That is why we consistently bang the drum for transparency, agnosticism and excellence in all that we do.
(But as an editor’s side note, we did also hear about the role of courageous restraint in the same panel – and that’s a mantra I’ll be taking into 2026, having failed dismally in that same area this year).
We can’t sign off without saying a HUGE thank you to our panelists and speakers who have taken our Club and X-Series events forward to new heights:
Club Evenings
CMO Priorities: Antonia Wade, Tom Hunter and Kate Narbrough
The Agility Advantage: Julie Davidson, Andrew Swinand and Jon White
Integration vs Specialisation: Nicola Wardell, Gareth Mercer and Rich Atkinson-Toal
The Trust Advantage: Stuart Maister, Avidon (Avi) Wolfson and Jane Callingham
XSeries Events
Personal Brand: Louise Watson
Resilience in New Business: Rich McHardy and Oya Mustafa
Being indispensable after the pitch: Rich Atkinson-Toal and Yolande Battell
Wishing you a well earned rest, a break from screens and time with those you care most about.