Will Adland Shed Its Skin in the Year of the Snake?
There’s something wonderfully refreshing about a new beginning. It’s a time to wipe the board clean, draw up some plans, and reflect both on what’s to come, and where things need to go.
Of course, a lot of people see January 1st – the start of the Gregorian calendar – as this opportunity. ‘New year, new me’ sort of vibe… and technically, the window for that already passed about a month ago. However, fear not. We’re presently sitting amidst the celebrations for another one of those opportunities: Lunar New Year.
For those of you who don’t keep up with the Chinese zodiac, we’re now entering the year of the snake. And, in many ways, this seems like fortuitous timing. Sure, as far as zodiac signs go, the snake might not be the coolest, fastest, strongest or even cutest animal on the list, but what it represents is the power of transformation, rebirth, and regrowth. That’s awfully relevant to the adland of today.
We’re in a time of unprecedented flux – AI is continuing to rise, demands for content approaches are changing, budgets are shrinking, networks are merging, and there’s a whole debate about whether a concept like DEI is still relevant, fashionable, or even appropriate. There’s a lot to still be worked out, but it’s clear that change is imminent, and that in order to make the best out of these times, the industry must be ready to roll with the tides. In short, if there was ever a moment to collectively commit to shedding the skin of the past and embracing a more future-facing approach, it would be now.
So, naturally, LBB’s Jordan Won Neufeldt sat out with some of the industry’s sharpest minds to find out what the year of the snake could herald for the advertising community, as well as what the best practices will look like if we’re truly to embrace the demands of the future.
Sabrina Francis
Strategy director at the7stars
In Adland, every year feels like the year of the snake. January hits and the pledges roll in. We vow to shed last year’s skin, harness more data, adopt cutting-edge tech, and throw around buzzwords that signal growth. Transformation, we claim, is inevitable.
Yet, in our haste, we trip into familiar patterns, chasing trends instead of creating them.
This frenzy – especially the sprint towards short-term, performance-driven activity – has blunted our creative edge. Effectiveness guru Peter Field makes it clear: campaigns that focus on standing out and building fame are six times more effective than those that fade into the noise.
What if we hit pause instead of sprinting headlong into the new year? What if, in this year of the snake, we took our cue from a different serpentine behavior – that of the eastern hog-nose snake.
The eastern hog-nose is the pinnacle of independent thinking. Unlike most snakes that attack when threatened, the hog-nose plays dead, lying still on its back with its tongue out, reflecting on the immediate threat. This distinctive behaviour allows it to survive by not reacting impulsively.
Sure, I’ve potentially taken the snake metaphor too far, but there’s wisdom in its approach. Building a distinctive, preferred brand takes time and focus. Look at Greggs. By staying true to the brand and disrupting where it counts – think the vegan sausage roll or a surprise Primark collab – it’s left the pack behind.
Thinking deeply takes effort; reacting is easy. And there’s a lot to react to: political chaos, climate crisis, the challenge of fragmented media channels, etc. It’s tempting to panic. But when we rush, we lose our ability to lead. We follow the crowd by doing what's always been done.
So, perhaps 2025 isn’t about reinvention or rebirth. Maybe it’s about recalibration. Like the hog-nose, we need to resist the urge to lash out at every perceived threat. Instead, let’s pause. Reflect. Focus on what truly matters to people, and strike thoughtfully, with impact.
Donesh Oliyae
Head of strategy at MullenLowe U.S.
A successful year of the snake is one where adland sheds some of the assumptions it’s carried forward that no longer serve us, and evolves to meet the real challenges confronting us. AI is here to stay, management consultancies are in the business of advertising, and clients are spending less for work they expect to be of the same calibre.
A true snake will outgrow, adapt, and move on. This means integrating AI into our practices and harnessing its power to make us better, instead of trying to compete, or worse, ignoring it altogether. It means talking to each other, regardless of employer, and collaborating on developing new business models that can truly compete without sacrificing what makes us unique. And on that note, what happened to differentiation? If creativity is the silver bullet we all hold up as our reason for existing, we need to do a better job of advocating for it in the face of massive obstacles, including a robust testing industry and the growing emphasis on performance marketing.
These are massive challenges, but they are not insurmountable. Like the serpentine namesake of the year, we must be willing to adapt and move past what no longer serves us. But even a snake needs something else to use as a tool to rub off what no longer works. We need to be honest with each other. We need to acknowledge that we might be competitors, but we are fighting over a pie that seems to be shrinking. If we don’t start thinking about these challenges as an industry, we may not be powerful enough to shed the past. My suggestion? A roundtable with leaders from across the globe, representing everyone regardless of language, client, or holding company. These are global challenges, and if we want to shed what’s holding us back, we need to work together to figure out a way forward that empowers all of us to grow, comfortably, into our new skin.
Joann DeLanoy
Managing director EMEA at Toaster
A year of the wood snake – both with yin attributes – tells me it is a year of the feminine. And we're proud to embody this feminine energy at Toaster, with women at the helm of all three of our offices. Despite what certain male leaders are saying, regardless of gender identity, we should all be tapping into our feminine power.
What does that mean for adland? Here’s a go at the top 10:
Feminine traits I'd like to see steering this year include:
- Compassion and empathy for others. Please, let’s not forget we are all human, trying our best to live. We all have our stories, both personal and professional, and as leaders, we should make space for championing individual contributions.
- Fluidity and adaptability. There is great value in being able to go with the flow. Yes, have a vision, but be able to change how you get there. Our ability to gracefully master this builds our resiliency.
- Appreciation and patience for beauty. I beg of us to leave behind the days of instant, shallow, quick-fix solutions. Please, let’s take our time. Bring back the craft of creating something that isn't just hitting a deadline, based on budget, or slightly pushing the needle. Bring back the masterpieces.
- Listen to your intuition. In a world demanding constant action and analysis, it's easy to lose touch with our inner voice. But true empowerment comes from balancing external input with the wisdom that resides within. By tuning into our intuition, we tap into a source of clarity and confidence that empowers us to make better decisions.
Wood characteristics for us to consider:
- Grow sustainably. Trees don’t go from seed to fruit-bearing overnight. Think about how you are sowing seeds this year for the future; tend to those saplings who are at pivotal growth spurts, and harvest the fruit of your efforts (low-hanging or otherwise).
- Find your water. Wood needs water to thrive, so where are we getting our water? Let’s tap into our emotions – the collective subconscious – using creativity as an outlet to transmute our feelings.
- Leave a legacy. Build something so strong that its impact is felt far beyond tomorrow. Are we able to look beyond the short-term and make decisions for our future selves, as individuals and brands?
And of course the lessons of our dear friend the snake:
- Be patient. Both with yourself and others. The snake plans, assesses, and waits for the right moment. We cannot do everything at once.
- Act with speed. Once you’ve made the plan and waited patiently to execute, do not be diverted by distractions. Ruthlessly prioritise and lean into the solutions that will drive change.
- Regeneration is possible. Getting rid of what doesn’t work makes space for something new – something you’ve potentially never seen. Don’t be afraid to let go. Leave the old and trust the new will be better than ever.
The wood snake is the convergence of strength, kindness, resilience, resourcefulness, and empathy. While this year is just getting underway, it is clear that the traits of a wood snake will be necessary as we serpentine our way into the year.
This is our year to rise, regenerate, and redefine what's possible. Who's with me?
Adam Foley
CEO at Bountiful Cow
As someone who was born in the year of the snake (1977) but also suffers from vivid, molten ophidiophobia (to the extent where I can’t even look at pictures of snakes), this is a conflicting time for me.
However, when I read about how the snake blagged fifth place in a race across the river by sneaking a ride on the horse’s hoof, I found a lot to like. The rules of advertising are often written by the victors, or at least the brands with the most money. So, reaching everyone, all the time, is a proven driver of success. But, for the vast majority of brands that don’t have endless resources, they have to think differently to get ahead.
At Bountiful Cow, we have one guiding principle: ‘Relative Advantage’. Like the snake weighing up its chances of winning a swimming race, we know that challenger brands can’t win by spending less money in the same places as wealthier competitors. Instead, they need to seek out opportunities that have been neglected or overlooked.
While bigger brands and agencies are locked into spending huge amounts of money in the same old places, the rest of us can start to imagine what advertising should really look like in 2025 and beyond.
The decline of linear TV is now impossible to ignore, yet we still build way too much of our business around a format invented in the ‘40s. Nearly a century later, we need to ask ourselves, ‘are the foundational principles of advertising still the most effective tools for persuasion and driving sales, or have they been shaped more for our industry’s convenience? Is this the skin we need to shed?’.
Something I find fascinating about programming designed for streaming services is the varying length of episodes. Rather than being a standard length, with a crescendo every 15 minutes to build to an advert break, each episode lasts for exactly the length it takes to tell that part of the story, whether that’s 32 minutes, 43 minutes or an hour.
The change I would love to see us make as an industry is to apply that sort of principle to our work. Let’s look at the problem, think about how to solve it, and then bend the resources available to us to make it happen. The answer might sometimes be a 30-second ad, but equally it may be a new shop, a short film, or something else entirely. The bolder and more agile brands and agencies are, the quicker they can react in the moment and jump on the horse’s hoof, making our business all the more interesting.
Dan Roberts
Creative director at The Romans
If adland were a snake, it’d be looking pretty wrinkly right now. There’s more than a few skins to shed when looking at the year ahead, from the gender, race and working-class gaps to the agency nepo baby epidemic. Then, there’s the rise of big-oil paychecks being justified instead of vilified, and the obvious fears – yet, at the same time – overreliance on AI. But let’s focus on the oldest, driest, itchiest, and probably most important skin that needs shedding (and shedding fast)… the traditional agency mindset.
For far too long, too many in adland have been clinging onto the days of prime-time TV slots, glossy magazine spreads, and oversized billboards. And whilst I undoubtedly have a soft spot for advertising’s golden era, it’s just not where people live anymore. No one cares about your shiny 60 seconds of self-indulgence. They’re too busy scrolling, reposting and Whatsapping their mates about stuff they do care about.
Now, of course I’m gonna say that, look where I work, right? Fair. But you don’t have to look much further than your dull LinkedIn feed to spot the ad agencies that are standing out and shouting the loudest. Why? Because their work shows an understanding and embraces the realities of today’s consumer, before translating it into the shape of an idea that resonates the most. It’s not shoehorned into a 30-second script or crowbarred onto a 48 sheet. It’s brought to life in a tangible, shareable, ‘experience-able’ (that’s not a word) way.
And sure, I can hear the ‘Mad Men’ eye-rolls from here: ‘that approach is all very well and good for campaigns designed to be Cannes-fodder, but it doesn’t make business sense!’. Well, tell that to the flurry of independent agencies who cashed in late last year because the flakey-skinned networks decided they’d rather throw money at the problem than compete. Sounds like a profitable approach to me?
So, will adland shed its oldest skin? It doesn’t have a choice. The future belongs to those who live in the feeds, play in the DMs, and understand that to connect with people, you need to talk to them, not at them. Because, in the year of the snake, it’s not just about transformation. It's about survival.
Martin Zhang
Director of business development and relations Asia at Jung von Matt NERD Shanghai
With Lunar New Year and the year of the snake having arrived – symbolising renewal and growth – it feels fitting to reflect on the transformation within the advertising and marketing industry. Here are some key topics to consider for 2025:
AI - Friend, Tool, or Overlord?
AI is undoubtedly reshaping the creative advertising landscape. Tools like generative AI are democratising content creation, making it possible for everyone to become a ‘creator’. However, this accessibility could raise questions about authenticity. How impactful and authentic can AI-generated content presented by AI influencers truly be?
As promising as all the potential benefits sound, as risky as it could get, will we see the industry face a ‘wild wild west’ period (not looking at you, NFTs …) followed by a surge of lawsuits and restrictions, before settling into regulatory norms eventually? While AI accelerates and democratises production, humanized and personal input remains irreplaceable. Genuine human insights with collaborative approaches are essential to unlocking the full potential of creative output, reminding us that creating momentum through creativity has been and is still the key to standing out.
The Ultimate Transformative Power of Creativity
Creativity will continue to be the transformative force within the industry. As trends evolve, creativity will remain as the differentiator. The question will more likely be, ‘who is capable of adapting and leveraging the right tools to be a step ahead and lead the new wave?’. It’s not just keeping up within the existing boundaries, but leading with innovative and boundary-pushing ideas. By pairing bold ideas with cultural resonance, we can redefine what it means to connect with global audiences and (niche) communities at the same time.
The Continued Rise of the Creator Economy
The creator economy thrives on authenticity, which will only grow in importance (see AI-generated content by AI-influencers above). Communities crave more behind-the-scenes content and private (read: full) access, leading to the rise of KOCs (key opinion consumers), so-called micro influencers, and even more who can connect and resonate differently than ‘traditional’ influencers who grew too big too fast, and are now restricted by limitations set by brands and/or their environments.
The essence of authenticity and (cultural) relevance must remain front and center, come what may. Hence, community-centric creation and creator-driven campaigns will be high in demand to foster real connections, and therefore loyalty.
Like every new year, the year of the snake invites every one of us to shed outdated practices (skin) and embrace new opportunities with a fresh and clear mindset. As we know, transformation is inevitable… But are we ready to embrace it?
Mark Singer
US chief marketing officer at Deloitte Digital
The advertising and marketing industry is one that, by its nature, is constantly changing and evolving, and I think this year will be no different in that sense. I hope to see the industry lean into culture as we always have, but in new, bold, highly personal ways.
Our research has found that brands which excel at delivering highly-personalised experiences are 71% more likely to report improved customer loyalty. So, I hope we see more brands take that stat to heart and partner with advertising and marketing teams to reach customers across platforms with content that feels like it was created just for them.
Technology is making this kind of personalisation possible. From harnessing the power of data to understand audiences, to coordinating content across channels in this new channel-agnostic environment, to collaborating across business units to drive growth, future-forward technology will enable the most creative and effective advertising and marketing strategies in 2025. And while technology will continue to help us be better, faster and more precise, I think we’ll see the talented people whose ideas fuel the most exciting and engaging campaigns continue to be sought after for their creativity and expertise in understanding each customer’s unique needs.
Andrew Orr
Managing director at TRO
My aspiration for adland as we enter a new year is for creative agencies to harness IRL experiences to understand their audiences better, instead of depending too much on AI tools. Overdependence on technology can be the kryptonite of creativity.
We have all seen technology revolutionise our industry over the last few years, particularly with AI’s impact on the creative development process. And for many strategists and creatives, this technology is making life faster and easier. AI is like having a really good intern sitting beside you, ready to help you better understand an audience, category, or culture, and much more at speed.
But is the utility of speed and ease of AI limiting great work?
As an experiential agency, to create the most compelling IRL experiences, we must actively participate in the cultures and communities we want to connect with. Don’t forget that we are in the business of emotion. From creative briefings to research processes to selling the idea, we need to be experiencing more stuff with our own eyes – shedding the complacency skin and getting out into the real world.
At TRO, we are in the business of participation. Our enemy is doomscrolling, and it is our job to get people off their phones and participate in the things they love. But, at times, it’s not an easy task. We should not assume that we have a passive audience waiting for us. Whilst there are many barriers (some visible, and others not) that could limit an audience’s ability to participate IRL, it’s our job to understand this and factor it into the creative process.
By getting out there and experiencing things IRL, I genuinely feel the industry will have a far higher chance of creating the right formula for more attractive and compelling work.
Camilla Andersen
Managing director at Tag
Absolutely, adland will shed its skin in 2025… Likely multiple times, as it does every year. Business as usual! It’s inherent in our industry. Our clients (and our livelihoods!) rely on us to keep up with the constant change of play, jumping on every trend. With the best businesses being the ones who anticipate the trends, formulating strategies to preemptively answer brands’ biggest concerns, it can be exhilarating, but to be honest, I also find it exhausting.
Skin shedding driven by fast-changing consumer behaviour and the latest creator trends is one thing, but major rebirth is quite another. And the year of the snake brings a massive skin shedding for Tag. There are multiple layers of skin from the last decade that we need and can’t wait to shed. Growing and showing we can connect craft and technology in the same lithe and agile body – a dichotomy which is increasingly essential for production agencies as automation, personalisation and scalability rise – will continue to be a key priority for us, and other brands.
At Tag, November 2024 saw us launch a new high-craft offering with GATE+, and in 2025, we will be coming to market with new branding and, most exciting for me personally, launching our new AI-driven creative production tech stack.
So, all in all, 2025 is shaping to be the perfect mix of bloody scary and bloody exciting – something that I thrive on! No doubt we will feel vulnerable as the industry looks on and watches to see if we actually can deliver on our new self, but I know how much blood, sweat and tears (of both joy and frustration) have gone into the new Tag. I am feeling positive that we will be comfortable and confident in our new 2025 skin, so let the shedding begin.
Lynne Deason
Head of creative excellence at Kantar
We’ve been making steady progress over the years around inclusion in adland. If you look at the current political and business landscape though, a darkness is descending, and we’re worryingly in a position where belief in the benefits of ED&I is under threat. Brands and their creative partners need to keep pushing – to move us forwards, not backwards. It isn’t just about who is in our ads, but how they’re portrayed. And there’s still plenty we could be doing better on this front. For example, our research found that only 7% of UK ads featured women in non-traditional gender roles in 2024.
There’s a real commercial imperative for businesses here. A study by the Unstereotype Alliance, convened by UN Women and Oxford Saïd Business School, to which we contributed creative pre-testing, brand equity and market penetration data, found that ads which show diverse characters portrayed positively and/or progressively boost sales by 3.5% in the short term, and by 16.3% in the long run.
Of course, it’s important that all of this is done in a way which is authentic and fits with the brand. Cadbury, with its Quaker roots and reputation for generosity, gives us a great example of how to get this right, and do so repeatedly. Its recent ‘Memory’ ad tells a human story we’re not used to seeing (in ads) about the impact of dementia. The team consulted with dementia experts to make sure the characters were portrayed in an authentic and sensitive way, and our facial coding shows that the ad tugs on people’s heartstrings and lands a twist of humour that makes us smile at just the right points. What’s also crucial to the ad’s effectiveness is that it taps into, and reinforces, what people know and love about Cadbury, and the brand is central to the drama; the story can’t be described without Cadbury being mentioned.
It’s time we shed our preconceptions of the types of stories we can tell through advertising, and bust the myth going around that inclusion doesn’t sell.
