As we prepare to enter 2025 Dave Winterlich, chief strategy officer of Dentsu, takes a look at the media and cultural shifts that will impact the advertising and marketing landscape in 2025
2024 was globally an unprecedented year politically, with over 80 national elections (including Ireland) and an increase in geo-political tensions.
2024 saw advertising growth of 5% (with 3% forecasted for 2025) and a generally favourable economic climate with welcomed tailwinds in the form of falling energy prices and easing inflation.
As of mid-December, further interest rate cuts from the ECB will ultimately ease cost-of-living pressures and boost consumer confidence.
Although political unrest remains, and it remains to be seen how president-elect Trump’s future policy reverberates in Ireland, for now at least, 2025 offers much optimism.
For me, I think it’s important that we don’t focus too far ahead on long-term trends to such a degree we lose sight of the ones that are right in front …