3 pessimistic and 3 optimistic predictions for adland 2025 [Video]

Isobel’s James Appleby has delivered some 2025 predictions for the ad industry, laying out the best and worst-case scenarios. Which will come to fruition?

Italian communist Antonio Gramsci may not be the obvious starting point when thinking about marketing trends in 2025, but he had some pretty killer lines that are relevant to today: One is his classic, “Intellect makes me a pessimist, but my will makes me an optimist.”

Today, with the two faces of Janus, let’s look at both sides of 2025: What will the pessimist see, and what will the optimist see?

Pessimism 1: the semi-managed decline of legacy brands

Walk through a supermarket, retail park, or even scroll Instagram, and you’ll notice how often certain brands will make you feel nostalgic – but in a bad way… These are the living dead, trading on the brand-building efforts of the past, but enjoy them while you can as they won’t last long, thanks to…

Pessimism 2: the rise of disposable brands

As …

Tags Marketing Strategy, Marketing Trends, Trend Analysis