This year was a wild ride in advertising, with AI transforming workflows (and advancing at a pace that’s both impressive and mildly terrifying) and social media platforms keeping us on our toes with algorithm updates and new features. As we look to 2025, we’re exploring some of the trends that are likely here to stay and the ones that are ready for their curtain call.
Creative Trends
Big, Bold & Kinda Weird
Let’s be real—boring was never really in. Campaigns in 2024 leaned into authenticity, humor, a splash of absurdity and a sprinkle of abstract fun. Case in point: Dulux and Ogilvy UK’s reimagined book covers, which turned timeless literary classics like Little Women into visual art statements with color palettes inspired by the stories themselves.
For 2025, we’re predicting even bigger storytelling moments, bolder visuals and creative risks that stand out in saturated markets.
- What’s Staying: Hyper-personalization, inclusive design and authentic brand voices.
- What’s Changing: Expect more surrealism and unexpected pairings. Also, sustainability messaging will evolve beyond greenwashing—brands will need to cash the checks their green pledges are writing.
Media Buying & Strategy
The Ad Placement Game
If 2024 was the year of “let’s put ads everywhere,” 2025 will be the year of “let’s put them where they matter.” Media buying strategies are shifting toward hyper-targeted, ROI-focused placements—goodbye spray-and-pray! Connected TV is on the rise (hello, Netflix ads…), and placements are getting more clever and context-driven.
Take Hilton’s cheeky nod to short-form TikTok content. They dropped a 10-minute video featuring Paris Hilton herself, daring viewers with a play on hospitality verbiage to “stay” for the whole thing. It was a playful take on the fast-paced world of TikTok, known for its blink-and-you-miss it content. And the gamble worked, grabbing attention with an unexpected format that stood out on a platform built on brevity.
- What’s Staying: Omnichannel campaigns and cross-platform integration are still the name of the game.
- What’s Changing: Privacy regulations are tightening (again), so first-party-data will be king. Also, watch for brands like Hilton to break the mold of traditional media buys.
Digital & Social Media
Algorithms, AI & Attention Spans
Social platforms are always changing up the rules on us, and 2025 is no exception. Algorithms are getting sharper, generative AI is creeping into content creation and attention spans are somehow getting even shorter. But one thing is clear: Brands that adapt quickly and embrace new formats (while staying ahead of the algorithm curve) will win the race for attention. Just ask MoonPig, whose “Ultimate Favorite Child Bouquet” campaign became a viral hit by tapping into family humor ahead of Mother’s Day. By leaning into playful packaging, survey stats and a bouquet fit for a “favorite,” MoonPig mastered cultural relevance, content strategy and product design all in one campaign—and the algorithm took notice.
- What’s Staying: TikTok’s dominance, Instagram Reels and snackable video content.
- What’s Changing: Threads and other emerging platforms are gaining traction. Generative AI will play a bigger role in content creation, from copy to visuals. But don’t worry social media managers, it’s not replacing you.
Public Relations
Storytelling Meets Strategy
PR is no longer just press releases (and honestly, it hasn’t been for decades). But in 2024, brands leaned more heavily into storytelling and community engagement, and we’re betting 2025 will further amplify those efforts. Influencer partnerships are evolving—micro-influencers with hyper-engaged audiences are stealing the spotlight.
One standout from 2024? Tinder’s “It Starts With a Swipe” campaign, a strategic pivot that rebranded Tinder from a hookup app to a platform for meaningful connections. By leaning into data-backed insights and shifting user preferences, Tinder’s PR team changed the narrative around the app as proof that perception is everything.
- What’s Staying: Relationships with journalists and thoughtful storytelling are essential.
- What’s Changing: Influencer partnerships are evolving. And let’s not forget crisis management in real-time; staying silent isn’t an option.
Web Development & User Experience
Websites That Wow (and Work)
A great website isn’t just a digital business card; it’s a 24/7 salesperson. In 2025, expect more interactive, intuitive and immersive digital experiences that blend form with function. Take SpaceX for example; it combines sleek design with engaging video and clear navigation. The homepage grabs attention with high-quality videos and smooth, scroll-triggered animations that make every moment feel intentional. It guides users through the site in a way that feels cinematic and logical. And despite the heavy use of video content, the site remains fast and responsive—proof that beauty can be synonymous with speed.
For a more unconventional take on UX, look at Arsenal’s new third kit launch. The site’s release of the kit blurred the lines between sportswear and streetwear, using video to tease the hype and an interactive shopping experience infused with nods to French pop culture. This wasn’t just an e-commerce page but a cultural moment. The blend of retail, storytelling and lifestyle branding set a new benchmark for how brands can transform a product launch into an immersive online event.
- What’s Staying: Mobile-first design and fast-loading sites are non-negotiables.
- What’s Changing: AI-powered personalization—think tailored user experiences that feel one-of-a-kind. Also, accessibility is no longer a bonus but a baseline.
Ready for 2025? So Are We!
The advertising landscape never stops shifting, but with change comes opportunity. 2025 is a year of evolution and experimentation. Brands that embrace it and adapt with agility will be the ones that stand out.
At TJA, we’re ready to help our clients seize every opportunity with strategy, creativity and just the right amount of controlled chaos. Whether you’re looking to reimagine your brand voice, sweeten your media strategy or breathe life into a blah-worthy website, send us a message! We’re here to make it happen. Let’s crush the next 365 days together!
