As the curtains closed on Advertising Week Europe 2025, one thing was clear: the advertising industry is no longer just talking about change — it’s doing the work. From brand safety and consumer trust to the seismic impact of generative AI and ESG-driven strategies, this year’s event marked a turning point in how brands, marketers, and tech providers approach growth in an increasingly complex landscape.
We spoke to four industry leaders — Justin Reid of Tripadvisor, Mateusz Rumiński of PrimeAudience, Louise Kloster of Adform, and Aaron Thomas of LG Ad Solutions — to unpack the standout themes shaping the future of advertising. What emerged was a unified message: that success in 2025 and beyond isn’t just about scale or efficiency. It’s about intentionality — building trust through transparency, embracing innovation with purpose, and forging deeper, more inclusive connections with audiences.
Justin Reid, Senior Director of Global Partnerships Solutions, Tripadvisor
“As Advertising Week Europe unfolded, it became clear that brands are evolving their strategies, shifting focus to more secure and reliable advertising environments. With growing awareness of brand safety, brands need to start prioritising platforms that ensure both control and trust, safeguarding their reputation while still engaging with their audiences. While social media has long been a vital tool for connection, this evolution reflects a proactive approach to balancing safety with creative, impactful engagement.
“This shift is not just about safety; it’s also linked to a growing demand for authenticity. Consumers increasingly prioritise genuine, trustworthy content over polished, influencer-driven campaigns, which are key to building deeper, more meaningful connections with their audiences.
“In light of these changes, media buyers must think long-term. Investing in native media that reflects brand values and promotes positive, impactful content is becoming essential. Brands must prioritise authenticity and safety, safeguarding their reputation while resonating with today’s more conscientious consumer.”
Mateusz Rumiński, VP of Product at PrimeAudience comments:
“One thing that became clear at this year’s Advertising Week Europe is that Generative AI is driving a new era of advertising – one which marketers need to begin taking advantage of. Currently, according to PrimeAudience data, 52% of UK and US marketers planned to increase their marketing budgets on Gen AI by at least 16%, but that number needs to grow. AI has changed the meaning of targeting for the better, as we can now truly understand individual users and their needs, whatever they may be.
“We are not at the limit of AI-based technology either. Its capabilities span every part of advertising, from visible elements like copy and creatives, to more hidden, yet equally important, focuses like targeting. Looking to providers that provide you with the tools you need will be the key to maximising the chances of success.”
Louise Kloster, SVP Marketing, Adform, comments:
“Advertising Week Europe this year felt like a crossroads for the industry, where complexity collided with opportunity. What really stood out was the shared understanding that we’ve moved beyond the rhetoric of transformation. It’s now about execution, transparency, and game-changing performance.
“From discussions around identity fragmentation to practical use cases for AI in both creative and operational processes, advertisers are under increasing pressure to deliver measurable outcomes — and they can’t do it alone. The conversations around fast-evolving channels like retail media and connected TV reinforced that there’s no one-size-fits-all playbook anymore. Success depends on smart partnerships with agencies, tech providers, and platforms that can provide clarity and control across the omnichannel mix.
“ESG had a welcome return in the spotlight. Not as a side note, but as a strategic priority. Diversity and sustainability shouldn’t be viewed as ‘nice to have’, but as core to how this industry delivers value in the long term.
“If 2024 was about grappling with complexity, then 2025 is about demanding accountability. From technology, from partners, and from ourselves as advertisers. That shift in mindset came through loud and clear across this year’s sessions, and it’s exactly what’s needed to drive the industry forward.”
Aaron Thomas, Senior Sales Director, LG Ad Solutions
In today’s shifting global landscape, it was refreshing to see such strong and engaging discussions at the EMPOWER Lounge during Ad Week Europe. The UK’s commitment to keeping important conversations about representation and equity alive was evident, and it’s clear that this remains a priority for many brands and industry leaders.
Looking ahead to 2025, I see more brands embracing the power of diverse content creators to connect with influential communities. However, true brand loyalty will come from doing this authentically—aligning with creators whose values genuinely reflect those of the brand.
One of the standout discussions for me was Putting Respect Before Rules: Building a Culture for Long-Term Success. Rather than simply implementing policies to check a box, businesses and brands must embed these principles into their daily habits, communication, and long-term commitments. It’s about fostering a culture where respect, inclusion, and authenticity aren’t just statements but a way of doing business.
The convergence of tech and brands 