As organisations gradually settle into the new year, Yinka Adebayo, Group Executive Director, OMG, WECA, is sounding a clarion call for agencies to reimagine their strategies in response to rapidly changing market dynamics. Speaking on the critical need for sustainability in the advertising and marketing industry, Adebayo underscored agility, adaptability, and collaboration as the guiding principles that will determine the survival and growth of agencies in the coming year.
“As we look ahead to 2025, acquisition or merger is inevitable. It’s not because agencies are failing but because the business landscape is evolving at an unprecedented pace. Clients face challenges that were unthinkable a few years ago. For instance, no one could have predicted the dramatic rise of the dollar to its current levels. These shifts demand creative, out-of-the-box thinking and the ability to pivot quickly,” Adebayo said.
Reflecting on the economic uncertainties, Adebayo emphasized that clients are no longer bound by loyalty or long-term contracts if their needs are unmet. “2025 will be a year where agility and adaptability become make-or-break factors. Clients are evaluating agencies based on immediate results. If a seven-year contract no longer delivers value, they will move on without hesitation,” he noted.
Agencies that can quickly adjust to economic shifts and offer flexible solutions will have a competitive edge. Adebayo projects that consolidation through mergers or acquisitions will become even more common as agencies pool resources to navigate these challenges.
As Artificial Intelligence continues to disrupt industries, Adebayo highlighted its growing role in marketing and advertising. “AI is no longer a futuristic concept—it’s a reality we cannot ignore. Agencies must embrace it strategically, ensuring its optimal use to enhance creativity, efficiency, and results. However, this must be done cautiously, keeping ethical considerations in mind,” he said.
From content personalization to data-driven decision-making, Adebayo predicts AI will play a pivotal role in helping agencies deliver more tailored and impactful campaigns in 2025.
One of Adebayo’s strongest points was the importance of collaboration. “We need to rethink our territorial mindset. Collaboration opens new doors, allowing agencies to leverage each other’s strengths and create new opportunities. When we open up the category, we compete better. In 2025, the agencies that embrace this mindset will set themselves apart,” he explained.
He added that collaboration not only boosts innovation but also helps build resilience, especially in a year where economic uncertainties and client demands are expected to intensify.
Looking ahead, Adebayo envisions an industry where agencies become strategic partners, guiding clients through turbulent times with foresight and innovation. “2025 will challenge us to think differently about how we develop business models, engage consumers, and inspire our teams. This new paradigm of leadership will be critical,” he remarked.
As the marketing and advertising industry prepares for 2025, Adebayo’s insights provide a roadmap for success. Agencies must prioritize adaptability, embrace AI responsibly, and foster collaboration to remain competitive. His message is clear: the future belongs to those who can think ahead, act decisively, and work together to overcome challenges.
For agencies willing to innovate and evolve, 2025 is not just a year of challenges but a year of unprecedented opportunities.
