Will 2025 Be the Year of Bravery?

Bravery. It’s the word on everyone’s lips as we head into 2025. Fresh from a whirlwind trip to New York, where I spoke with agency leaders across the Atlantic, I returned to London with a clear sense of what’s shaping the year ahead: a bold appetite for risk, innovation, and change.

After years of uncertainty, marked by pandemic disruptions and economic hesitations, it feels like the brakes are finally off. Marketing budgets are creeping upward, as seen in the latest Bellwether report, and leaders are ready to lean into opportunities that were previously sidelined. But this new chapter isn’t without its complexities, particularly in the shadow of a new Trump administration that’s dividing opinion on both sides of the Atlantic.

In the US, many see Trump’s pro-business stance as a potential tailwind for market growth, yet there are rumblings of concern around what his policies might mean for diversity and inclusion—a vital issue for an industry trying to reflect the audiences it serves. Several leaders I spoke with in the US expressed concerns about the Trump administration’s policies which clearly undermine progress in diversity, equity, and inclusion. Agencies must step up where governmental policies fall short.

In the UK, cautious optimism is gaining traction, and agencies are looking to channel that energy into something transformative.

This bravery isn’t just rhetoric. We’re seeing it in the big moves: the Omnicom/IPG merger that turned heads across the industry, the rapid adoption of AI to unlock creativity, and the shift to remuneration models that tie creativity directly to business growth. Agencies are no longer just talking about change—they’re making it happen. 

But bravery today isn’t just about bold campaigns or risky business deals. It’s about people. Agencies are finally opening their doors to talent from adjacent industries, bringing in fresh perspectives and skills that challenge the old ways of thinking. This influx of new talent is energising creative work in ways we haven’t seen before.

And yet, the Trump effect looms large. While some leaders fear his policies might stall progress on diversity, others are using it as a rallying cry, doubling down on their commitment to inclusion. One US leader summed it up perfectly: “If policies aren’t going to drive equity, then it’s on us to make sure our agencies do.” 

For creative leaders, the mandate for bravery extends to their craft. The appetite for transformative ideas and campaigns is palpable, driven by a steely determination to push boundaries. Playing it safe is no longer an option in a world that’s demanding more authenticity, more relevance, and more humanity.

Of course, being brave is never easy. It’s uncomfortable, uncertain and yes, risky. But inaction is the bigger gamble. The agencies that cling to the status quo will find themselves left behind in an industry that’s moving at breakneck speed. 

2025 is ours to shape. From New York to London, the call to action is clear: embrace the moment, take the risks, and ensure that bravery isn’t just about bold ideas but building a more inclusive, equitable industry. The brakes are off—so let’s drive forward.