Looking back at 2024, Paritosh Srivastava said, “The Indian economy in 2024 faced significant challenges. Rising inflation, liquidity constraints, and weakened demand resulted in budget realignments and subdued marketing spends. Creative agencies faced a challenging year not just in India but globally as well. In India, the rise of independent agencies and a significant senior talent drain, combined with shrinking margins, added to the pressures. These challenges forced the industry to adapt swiftly with agility and fast-tracking innovation. In doing so, agencies strengthened client relationships and reinforced their relevance. The year was an opportunity for agencies to pivot and evolve beyond simply being a marketing partner.”
As for the trends to look forward to in 2025, Srivastava says, “Real business solutions with measurable ROI will be top consideration. Businesses today, regardless of size or sector, demand full-funnel solutions that deliver real-world impact. With fragmented consumer journeys and shrinking attention spans, CMOs now seek more than just creative campaigns—they need partners who can deliver value and measurable outcomes and ROI for their brands. As the CMO's role evolves, the focus has shifted to ensuring every piece of content contributes to tangible growth and delivers positive, impactful results. The second will be data-driven innovation. In a world where technology is essential, the smart approach for 2025 will be to get the best out of it. By using data-driven solutions such as AI, analytics, and automation, agencies can not only streamline operations but also enhance creative strategies and decision-making. The key lies in using technology to drive efficiency, improve personalisation, and deliver innovative solutions. This will give agencies an edge to be better positioned to meet evolving client demands and remain competitive in an increasingly digital market. The last trend we will be witnessing in the sector is growing talent challenges. The industry is grappling with a two-fold issue: high attrition at the entry level and a significant talent drain at the senior level. While entry-level attrition disrupts day-to-day work, the loss of senior talent threatens leadership stability, leading to uncertainty. In 2025, it will be critical to address these challenges to ensure retention at both entry and senior levels. The industry will need to work towards leadership development and creating robust pipelines of skilled professionals to ensure long-term growth and stability.”
