A year of pathfinding ahead for marketers

With the year ahead poised to deliver big bets and reinventions, the need for businesses to embrace experimentation and innovation is more crucial than ever, writes Publicis Groupe’s Michael Rebelo.

Publicis Groupe Australia and New Zealand chief executive Michael Rebelo

A year of the chicanes. That was how I described the twists and turns that the marketing and advertising industry navigated back in 2023, as we made our way through an increasingly tricky and inflationary period.

Those chicanes continued into 2024, with marketers, the media and agency folk alike having to flex their adaptivity to match the market. As the year ended, the world still grappling with the aftershocks of recent global events, 2025’s arrival drew into sharper focus. This will be a year mixed with optimism and uncertainty, big bets and reinvention. The stage is set for the pathfinders among us to seize the opportunity to help define the next 12 to 18 months.

Pathfinders are not content with the status quo. They are the experimenters and explorers who, despite the challenges, are curiously seeking new paths to growth, fresh ideas, strategies and new rationales to support new business cases.

One of the most significant enablers for these pathfinders is the rapid advancement of AI, technology and data analytics. These tools are bulldozing the paths, clearing the way for more informed and strategic decision-making. AI, in particular, is revolutionising the way businesses operate; offering unprecedented insights and efficiencies. From predictive analytics to personalised marketing, the potential applications are vast and transformative.

We witnessed just recently the disruptive progress of Chinese start-up DeepSeek, charting a new path to democratise the accessibility and application of AI in everyday life.

But technology alone is not enough. The true magic happens when creativity and imagination are brought into the mix. It is this combination that will steer businesses towards breakthrough areas. Pathfinders understand that while data can provide the map, it is creativity that will chart the course.

The Advertising Council of Australia’s focus remains on proving the commercial value of creativity, while ensuring our industry sets new benchmarks in ethical and effective practice. Since the launch of the ACA’s new accreditation program in 2023, 83 per cent of member agencies have been accredited and more than 1700 individuals have completed codes and compliance training. This year, the accreditation program is set to expand to include A+ endorsements focused on improving diversity and inclusion within the Australian advertising industry via the Create Space program; and supporting agencies committed to achieving Net- Zero carbon emissions.

Reflecting on the ACA’s year in numbers: from 1278 enrolments, 36,874 hours of formal professional development was completed; 204 graduates from AWARD School; 756 lecturers, mentors, tutors and speakers contributing to various forums; and 1453 entries across AWARD Awards and the Effie Awards – which recognises ideas that work.

As we look ahead, it’s clear that the pathfinders of 2025 will be those who are not afraid to take risks and challenge conventional wisdom. They will be the marketers, creative agencies and media owners who are constantly pushing the boundaries and seeking new ways to inspire and connect with their audiences. They are willing to experiment and explore, knowing that the greatest innovations sometimes come from the most unexpected places. They will be the ones who understand that in a world of constant change, creativity, adaptability and experimentation are key.

Michael Rebelo is the chief executive of Publicis Groupe ANZ and the chair of the Advertising Council of Australia board.