As someone who has witnessed the media landscape evolve, this year’s changes have been nothing short of seismic. From shifts in audience behavior to rapid technology adoption and a renewed emphasis on trust and community, the ecosystem for brands and publishers is in flux.
Here are five takeaways from this year’s Advertising Week – there are many more!
1. Creators Are the New Currency—For Consumer and B2B Brands Alike
The most resounding refrain? Creators are fundamentally changing the game. From TikTok phenoms to YouTube thought leaders, creators bring unmatched authenticity, creative skill, and—importantly—built-in, engaged audiences.
Brands that embrace this paradigm, moving beyond traditional celebrity endorsements into deeper collaborations that tap creator creativity, voice, and niche influence, are winning. This holds true not only for consumer-facing campaigns but increasingly for B2B industries where relevancy and trust are paramount.
Even long-established brands shared visionary examples of how they’re co-creating content with creators, turning brand messages into immersive stories designed to resonate across platforms and communities. The takeaway: creators aren’t just a channel—they’re a strategic asset.
2. The Future Is Communal—Amplified by Experiential, OOH, and Entertainment
It may seem paradoxical that in an age marked by tech-driven isolation, the next generation (Gen Alpha and Z) craves communal experiences more than ever.
I heard again and again that the future will be live, whether it’s experiential events, out-of-home (OOH) advertising, or the irreplaceable magic of concerts, theaters and cinemas. These moments create shared cultural touchstones and memories that forge emotional bonds. To reach this cohort, marketers must embrace hybrid strategies that marry digital reach with real-world engagement. Immersive activations, and partnerships with live entertainment are the new frontiers where brands will build lasting affinity.
3. AI Is Not the Enemy—It’s a Creative Ally
The AI conversation was pragmatic. Will there be disruption? Yes, but rather than fearing it, industry leaders emphasized AI’s role as a creative assistant that enables, even augments, human ingenuity.
From enhancing content generation and expediting media analysis to optimizing targeting and even sparking new creative concepts, AI tools have already become essential. And, for PR professionals and media strategists, this means leaning into AI to streamline workflows and unlock innovative storytelling—while always centering human-driven authenticity and empathy. AI is a partner, not a replacement.
4. Data Is Ubiquitous, but Creativity Remains King
Brand marketers today swim in an ocean of data—impressions, clicks, engagement metrics, sentiment scores, only enhanced by AI. The new data revolution has transformed measurement and targeting; it tell us where the appetites are, where the audiences are, what they enjoy, what they avoid. But data is only part of the story.
It takes creativity to deliver against those numbers. New ideas, compelling narratives, memorable visuals, and innovative formats are what ultimately capture attention and motivate behavior.
The most successful campaigns marry data-driven insights with boundary-pushing creative, delivering work that moves hearts and minds—and in turn delivers measurable business results.
5. Sports Still Timely
While I’m no sports aficionado, it’s a uniquely vital asset in an ever-fragmented media landscape that still demands real time attention. Sports is inherently live and time-sensitive. Fans want to watch games as they happen; yesterday’s win is less interesting today. According to Digital Content Next, “Like their cable forebearers, everyone in streaming knows that having live sports rights is a boon for success rates. Sport helps media companies achieve multiple goals: driving subscriptions and advertising revenues.”
The intersection of sports with advertising offers brands a powerful opportunity to connect with highly engaged audiences in moments of collective excitement.
For both broadcasters and advertisers, integrated campaigns remain a critical pillar of strategy.
Looking Forward
Advertising Week New York 2025 highlighted a media world in motion—one where creators amplify authenticity, live experiences anchor cultural connection, AI empowers creativity, data guides strategy but creativity commands influence, and sports keeps the live engagement heartbeat strong. Understanding and harnessing these trends will define our relevance and impact in the years ahead. For those navigating this ever-evolving landscape, remember that at its core, media and communications remain about storytelling that resonates, connection that matters, and fostering trust that lasts.
For tailored strategic communications guidance that taps these trends to achieve lasting brand impact, visit Sarfaty Communications.