Jack Blog
January 31st, 2025
This year will be marked by significant shifts and innovations, some of which will have dramatic influences across the globe. From the resolution of international conflicts and economic uncertainties to the rise of data-driven marketing and sustainability, our industry is set for profound changes.
Our executives from across Jack are predicting a surge in personalized brand experiences, driven by AI and data analytics, and a redefinition of healthcare access influenced by celebrity star power. Additionally, brands are expected to take unapologetic stands on identity and DEI, while experiential marketing continues to foster optimism and cultural connections. As companies navigate these changes, our focus continues to be on creating meaningful, human-centered experiences that foster trust and loyalty.
2025 will have one less of everything. One less global war, as one of the two major conflicts comes to resolution. One less election in the US, where the economy was hung up on uncertainty around it. One less Olympics, which starts the clock and hype for LA 2028. One less % point of inflation, and we will see the rate drop to 2%.
While there may be one less of many things, there is a lot to look forward to. FIFA is here in 2025, and as Americans complete their journey to total soccer fandom, it will dominate. Total marketing spend will grow with the fuel being data provenance. Creativity will grow, not shrink, fueled by AI. And experiential will continue to expand as measurement and analytics move it from being a separate channel to a true marketing channel.2025 is a year to watch, and I’m excited to be a part of it.
In 2025, identity will take center stage. As pushback against DEIB initiatives grows, brands must choose to stay silent or take a stand. Expect a wave of bold, unapologetic creative work, with brands championing important causes. This will be the next evolution of Nike’s Colin Kaepernick moment, amplified for today’s climate.
This isn't just about marketing; it's about reexamining identity, values, and connections. Brands will need to step out of their comfort zones and take risks to stay relevant. The result? Raw, polarizing, and authentic work. This year will be about owning stories, with fearless voices defining the conversation.
Over time, DEIB has been isolated and confined to a single department – in 2025, that changes. These skills and mindsets must thrive across the agency and be embedded in strategy, creativity, new business, and even finance.
CCOs and Chief Talent Officers will partner to ensure they are equally committed to DEIB for both their business and clients. They will also help their clients smartly and authentically reach new customers.
Marketing spend has been inconsistent – ebbing and flowing with the political and economic climate – but reports indicate that experiential marketing continues to rise. Why? It’s directly tied to optimism. Meaningful engagements drive positive sentiment, and people thrive on connecting with cultures.
While economic uncertainty may persist, experiential remains an optimistic and engaging channel. As confidence grows, so will the investment in a channel that drives engagement and culture.
Predictive analytics will be a major driver of hyper-personalized brand experiences in 2025. By analyzing customer data and behavior patterns, brands can anticipate individual needs and preferences, delivering tailored content and interactions in real-time.
This shift from capturing attention to driving intention moves people toward meaningful actions, fostering a sense of belonging. AI and machine learning will advance, making brand experiences more immersive and community-driven.
For decades, primary care physicians have been our trusted healthcare gatekeepers. But today, a new “front door” is emerging as people take control of their health journeys, choosing care that aligns with their lives, values, and culture.
Celebrities like Halle Berry, John Legend, and Lenny Kravitz are not just stars; they’re advocates for healthcare causes and digital-first platforms. Could their influence redefine healthcare?
In 2025, we’ll see a major shift from mass brand exposure to personalized brand experiences at scale, with partnerships playing a central role in this evolution.
AI and data analytics will allow brands to engage fans individually while hybrid experiences integrate AR, VR, and livestream elements. With these innovations, sponsorships will focus on deepening connections rather than just visibility.
Brands are shifting from simply “greening” production to scrutinizing the entire value chain, including marketing. Younger audiences demand sustainable options, and ESG teams are aligning actions with goals.
By 2025, sustainability in experiential marketing will become less visible and more ingrained through transparent practices that cut carbon and waste.
The economic climate has fueled record-high levels of corporate transactions – mergers, acquisitions, divestitures, and more – with no signs of slowing.
As trust in corporations erodes, companies are realizing the importance of customer experience as a key strategy to rebuild trust and confidence. Investment in digital customer experiences will grow to strengthen stakeholder relationships.