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Reflecting upon the key trend witnessed by Creative Agencies in 2024, Rahul Mathew, CCO, DDB Mudra Group, said, “As December approaches, it’s a good time to reflect on how we've performed as an industry. And I’m not talking about award shows, but about the work we put out on a regular basis. After all, it’s this work that drives each one of us to do better. And honestly, I don’t feel there was much this year that made me envious enough to push myself harder. So, if I’m being frank, I’d say the trend this year has largely been ‘safe’.”
When asked about the trends he thought would pick up in 2025, Mathew added, “Now, I’ve never considered myself a soothsayer, so rather than predicting the future, I’ll share what I’d like to see in our industry in 2025.
More Creative Intelligence Around A.I.
The win shouldn’t just be in using A.I. It’s about time we show how A.I. amplifies our creativity, not just our efficiency.
Campaign Storytelling > Case Study Storytelling
The people who see our work should enjoy it as much as those who see our case videos—if not more. It’s also how we can ensure that craft doesn’t disappear from our work.
Mentoring, Not Just Lamenting
Yes, we’re facing the worst talent shortage we’ve ever seen. But now, it’s on us to do something about it. We need to invest our time in finding and mentoring new talent so that the industry has enough to carry it forward into the future.”
