Ram Cobain, CCO of Mullen Lintas, shared his insights on the trends that shaped 2024 and what to expect in 2025. From the rise of social media accolades to the future of agency cultures, Cobain’s predictions provide a snapshot of the evolving advertising landscape.
The LinkedIn Lion: A Trend That Dominated 2024
Cobain pointed to the rise of “The LinkedIn Lion” in 2024.
"While the game must be played, truth is, winning a Cannes Lion is exhausting. It requires genius, time, money, and luck—all to fall serendipitously in place," Cobain explained. "The one on LinkedIn is much easier to get hold of. The agency-client ecosystem was ‘humbled by’ many such Lions in 2024, and I expect this trend to continue."
Cobain highlights the growing influence of digital platforms like LinkedIn in shaping the advertising industry. Social media offers agencies a faster, more accessible way to gain visibility and recognition.
What to Look for in 2025
Cobain predicts exciting shifts for 2025:
- The Mainstreaming of AI
“The use of AI will become more familiar and intuitive,” Ram said. “It will go from being an ‘innovative’ ingredient to becoming a ubiquitous one.”
- The Quickie: Shorter Ad Formats
"With production and media budgets facing increasing pressure, we will see a clear shift towards shorter ad formats, and creative flex will be the ability to achieve the desired impact in fewer seconds while still delivering joy," Cobain explained. The shrinking attention span of audiences will push brands to create compelling, concise content that captures attention quickly and leaves a lasting impact.
- The Return of Culture-First Agencies
"Under the Damocles’ sword of fickle growth, creative agencies today have very little wiggle room, and given that this is unlikely to change, only those agencies whose culture puts their people first—right alongside revenue and fame—will be able to attract and retain top talent," Cobain said. Agencies that prioritise culture and well-being will have an edge in retaining creative talent amidst increasing competition.
These trends suggest a rapidly evolving advertising industry. As Cobain put it, “The future of advertising will be defined by creativity, efficiency, and an emphasis on culture.” With AI, shorter ads, and people-first agency cultures, 2025 is set to bring new challenges and opportunities for brands.
