Hold cos to falter and the rise of transmedia: six predictions for the year ahead [Video]

What does 2025 hold? Wes Morton at Creativ Strategies shares his thoughts on the trends set to shape the coming months – and reviews his predictions for last year.

An expansive wave of change driven by novel AI tech, shifting media consumption, and continued advertising business transformations looks set to make 2025 one of the most turbulent years ever for our industry.

Here are the seven advertising trends that I believe will impact our industry the most in the year ahead. Buckle up, adland.

1. Hold companies falter

Global ad agency holding companies continue to bleed. IPG and Omnicom announced their mega-merger last month to make the biggest advertising agency holding company in the world, with revenues exceeding $25 billion annually. Meta makes that revenue in two months. Google in one.

Meanwhile, more and more independent agencies have emerged offering brands lower cost, broader offerings, and more innovative solutions. The double whammy of independent …

Tags AI, Artificial Intelligence, Machine Learning, Predictive Analytics