Dentsu Day 2025: Innovation, Strategy and Trends Shaping the Industry

Juan Pedro McCormack, CEO of dentsu for Latin America, welcoming attendees to the event

With a focus on innovation, strategy, creativity, and media, Dentsu Day 2025 brought together leaders from the marketing, advertising, and communications industries. Throughout the day, experts from the Japanese group shared insights about the future of the sector, addressing key trends and challenges in an ever-evolving landscape.

The morning began with a welcome message from Juan Pedro McCormack, CEO of dentsu LatAm, who emphasised dentsu’s commitment to the sustainable growth of its clients. He highlighted how the company has positioned itself as a strategic partner that, through data, technology, and innovation, helps brands face market challenges and turn them into real business opportunities.

In a constantly shifting environment, Juan Pedro stressed the importance of developing solutions that go beyond communication and create tangible value. “Our role is not only to support brands in their positioning, but to drive their growth, optimise their investments, and deliver real business results. Everything we do at dentsu is designed to maximise performance impact and ensure that each strategy contributes to success,” he said.

He also underscored the relevance of strategic partnerships between global tech platforms and advertisers, which allow dentsu to offer integrated solutions that combine data, media, content, and performance. “The market is evolving, and the rules are changing, but what remains is our ability to anticipate and adapt—so that our clients don’t just navigate change, but lead it,” Juan Pedro concluded.

One of the most anticipated sessions was "The Innovation Paradox", led by Said Gil, CEO of Dentsu Creative Mexico, who explored the balance between disruption and effectiveness in an increasingly dynamic digital landscape. “Innovation isn’t just about adopting new technologies but finding new ways to deliver real value to consumers. In a world saturated with choices, the true competitive edge lies in the ability to constantly evolve and anticipate market needs,” said Said.

Said Gil, CEO of Dentsu Creative Mexico

In his talk, he addressed the role of technology and data in modern advertising, emphasising that while they are essential tools, they cannot replace the impact of a powerful idea. “Data tells us the what and the how, but innovation answers the why. Technology is a powerful tool, but without an innovative strategy behind it, it’s just digital window dressing,” he remarked.

Later, the event featured "The Future of Media: Next Generation Performance", a fireside chat between Josh Dwiggins, global chief client and strategy officer at iProspect, and Paola Máximo, CEO of dentsu Media Mexico. They discussed how performance marketing and emerging technologies are redefining the relationship with consumers.

Josh Dwiggins, global chief client and strategy officer at iProspect

During the conversation, they emphasised the importance of understanding consumer behaviour and leveraging data to create more effective strategies. “At iProspect, we believe the brands that truly stand out are those that understand human behaviour, combine it with powerful data and insights, and translate it into communication strategies that create value. In a world where consumers are bombarded with thousands of messages daily, only those brands that speak their language and connect emotionally will succeed in building long-term relationships,” said Josh.

In his keynote "The Futures Less Traveled", Carlos Buenfil, chief strategy officer of Dentsu Creative Mexico, addressed the impact of creative trends in today’s advertising and how brands can leverage them strategically. He highlighted the evolution of creativity in a constantly changing digital environment and the importance of adapting to new narratives and formats.

Carlos Buenfil, chief strategy officer of Dentsu Creative Mexico

He also discussed the role of artificial intelligence and automation as tools that enhance creative ideas without replacing them. “Creative trends not only reflect changes in the industry but signal new opportunities to connect with audiences in innovative and meaningful ways,” he noted.

Another key moment came with Cristian Figoli, chief product officer of Dentsu LatAm, and his talk 'Farewell to Tribes', where he explored the transformation of consumer behaviour and the challenge of connecting with increasingly fragmented audiences. He stressed the need to find a balance between technology and human emotion to craft authentic and relevant messaging.

Cristian Figoli, chief product officer of Dentsu LatAm

The event concluded with the panel 'The Year of Impact: 2025 Trends', moderated by Sandra Alfageme, chief business officer of dentsu Media Mexico. The panel featured Natalia Vanegas, lead strategy director, Media at dentsu; Carlos Fanjul, general manager of Amazon Ads Mexico; Úrsula Calderón, brand media team, head of Mexico and Americas at Heineken; and Joanna Musi, general digital director at Televisa Univisión.

Panellists discussed key trends in media and advertising, highlighting the role of artificial intelligence and algorithms in generating micromoments to connect with consumers more personally. They also explored how brands can leverage content creators and digital communities to build authentic relationships with audiences.

With this 2025 edition of Dentsu Day, the Japanese group reaffirms its commitment to innovation and leadership in the industry, offering a space for learning, dialogue, and networking among key market players.