Relevance or Noise: What Defines Success in the Marketing of the Future

From left to right: Sandra Alfageme, chief business officer at dentsu Mexico; Joanna Musi, general digital director at Televisa Univisión; Carlos Fanjul, general manager of Amazon Ads Mexico; Úrsula Calderón, head of brand media at Heineken; and Natalia Vanegas, lead strategy director at dentsu.

In an era defined by algorithms and hyperconnectivity, the brands that succeed in building meaningful relationships with audiences are those that understand impact is not measured solely in numbers, but in emotional relevance. With this premise, the panel ‘The Year of Impact: 2025 Trends’ took place—a conversation organised by dentsu Media Mexico exploring the key transformations that will shape media and advertising in the coming years.

“Today, it’s not enough to be present; you must be relevant. Brands that understand the value of empathy, collaboration, and creative intelligence are the ones that will truly make a lasting impact in 2025.”, stated Sandra Alfageme, chief business officer at dentsu Mexico.

The concept of micro-moments, fleeting but deeply personalised interactions, has emerged as one of the most powerful tools for connecting with consumers. Fueled by artificial intelligence and behavioral data, these moments are no longer created by creativity alone, but by emotional precision.

“At Amazon Ads, we’re using AI to improve every part of the advertising process. From campaign setup to creative development, audience creation, optimisation, and reporting, all our teams are iterating quickly and leveraging AI capabilities invented to simplify and enhance the advertiser experience and deliver better results.”, explained Carlos Fanjul, general manager of Amazon Ads Mexico.

Gone are the days of speaking to everyone; the focus now is on understanding the small communities that truly listen. So-called micro-tribes are made up of people who share interests, emotions, and cultural codes. These authentic, organic, and engaged communities are the ones amplifying the reach and relevance of brands.

“It’s not just about reaching people; it’s about provoking a real feeling. Brands that connect with authentic emotion are the ones that build lasting bonds.”, said Natalia Vanegas, lead strategy director at dentsu.

The growth of Connected TV marks an evolution in how audiences consume content: they now seek shared experiences, live events, and content that sparks social conversation. Brands must learn to inhabit this new ecosystem not by interrupting it, but by enriching it.

“CTV is not just technology; it’s a new way of reliving collective moments. The key is to contribute, not to interrupt.”, noted Joanna Musi, general digital director at Televisa Univisión.

In a world of silos and fragmentation, partnerships between brands emerge as key strategies to scale impact, share reputation, and build more relevant experiences. But this is not about superficial collaborations: real synergy stems from a deep understanding of what each brand can contribute.

“A well-thought-out partnership enhances the user experience, optimises resources, and multiplies value. Today, thinking together is more powerful than competing separately.”, emphasised Úrsula Calderón, head of brand media at Heineken.

The consensus is clear: the future of the industry lies not in the number of impressions but in their emotional quality. The brands that lead the change will be those that understand attention is earned with respect, connection is built with empathy, and true impact begins when we stop talking and start listening.