Last week, Advertising Week returned to Manhattan for its marquee New York edition — four full days of bold ideas, immersive activations, and high-impact conversations. Hosted in The Penn District, the event brought together the world’s marketing, media, tech, and culture leaders under one roof. With over 1,200 speakers, 500+ sessions, and 28 content tracks, it offered something for every corner of the industry. AW New York 2025 was more than just a conference; it was a dynamic intersection of creativity and commerce — a place to spark new partnerships, explore cross-disciplinary innovation, and uncover the future of modern marketing.
We spoke to some of the leading voices at the event to uncover the insights, trends, and strategies shaping the future of marketing, from the resurgence of creativity to the evolving role of AI, the comeback of B2B, and the collaborative spirit driving AdTech forward.
Creativity Reclaims Its Power – and It’s Getting Smarter
Virginie Chesnais, CMO, Happydemics
One of the biggest takeaways was that, after years of marketers obsessing over performance, creativity is re-emerging as a true strategic differentiator — and it’s increasingly becoming data-driven. Many sessions emphasised that precision is key: fewer, sharper messages that cut through the noise. Brands that can measure and prove the long-term impact of creativity, not just clicks or conversions, are the ones gaining internal influence and larger budgets.
On AI, the key insight was that, although it helps amplify creative output, it cannot replicate cultural intuition — the human instinct for what makes people remember and care. AI and generative tools dominated the agenda, but the conversation has matured very quickly over the past 12 months. The question is no longer whether to use AI, but how to make it work for us, not instead of us. AI serves best as a co-pilot, accelerating ideation and optimisation, while humans provide emotional depth and brand authenticity.
The new frontier lies in “generative insight”, using AI to analyse sentiment and predict outcomes. But amid all of the automation buzz, the most resonant discussions centred on human trust and authenticity.
Measurement, too, is being rebuilt. Fragmentation has broken traditional models, pushing for cross-platform truth and unified brand lift metrics. With the funnel blurring, brands now demand partners who drive awareness, consideration, and growth simultaneously. The shift is from post-campaign reporting to continuous intelligence — a feedback loop that will define the next era of effectiveness.
B2B Is Back, Baby
Jody Osman, Chief Growth Officer, Propeller Group
B2B PR is making a comeback. In an era defined by large language models, brand strength and reputation have never been more critical — not just for people, but for how AI perceives and represents companies. The content shaping these models is the same content that builds trust with audiences: credible media, consistent messaging, and strong narratives.
This was a key theme at The Business of Marketing LIVE: Redefining Growth session at Advertising Week New York, which also spotlighted the growing importance of B2B marketing with the addition of the B2BMX stage to this year’s lineup. Hosted by Justin Cooke and featuring leaders from LG Ad Solutions, Gloat, Pontera, and Snowflake, the discussion underscored that real success now comes from integration — where every channel, message, and interaction work together to drive impact.
The brands winning today are those that move fast, control their message across brand, demand, and expand, and maintain visibility through the right channels, events, and influencers. Speed, trust, and consistency have become the new competitive edge.
AdTech: The Power of Community and Collaboration
Louise Watson, Associate Director, Propeller Group
During the roundtables Propeller hosted in partnership with UKAEG and the Advertising Association at Advertising Week New York, one thing really stood out — the willingness of AdTech leaders to engage and come together. There was a focus on cross-border growth and a genuine sense of community, with senior decision-makers openly sharing experiences, challenges, and ambitions.
That spirit of collaboration and transparency is exactly what will propel the industry forward — helping us all to learn, innovate, and grow together.
The convergence of tech and brands 