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Media Predictions for 2025
We caught up with Robert Jenkyn, President of Horizon Media Canada where he shared insights from his 30+ years of experience in the advertising industry. He shared his thoughts and predictions for the media landscape in 2025.
As we head into 2025, what emerging trends do you see reshaping the advertising landscape, and how should brands adapt?
Robert – I believe 2025 will mark a renaissance in planning, where strategy, creativity, and a client-first approach take center stage. While AI will continue to dominate industry conversations—driving real-time optimization, automated bidding, and creative messaging—its focus remains squarely on efficiency. This makes the need for bold, impactful creativity more urgent than ever. Clients are no longer just looking for optimized plans; they want campaigns that truly stand out and cut through the noise of fragmented audiences.
The OMG/IPG merger, in my opinion, will further create opportunities for independent agencies like Horizon Media Canada. Independence at scale offers clients a unique advantage: they get access to all the necessary tools, technology, and buying power, but with a client-centric approach that prioritizes value beyond just low pricing.
I also predict a shift towards holistic communications planning—going beyond media planning to incorporate creative, technology, content creation, PR, and more. Clients will increasingly demand “Hero Moments” that are both innovative and results-driven. Agencies will need to bring together expertise across disciplines to deliver on these expectations.
Finally, upskilling will be key. As automation impacts media execution, media buyers will need to refine their technical skills. Strategists, meanwhile, must focus on using advanced tools, data, and research to drive business outcomes—not just media metrics. I believe the agencies that succeed in 2025 will be those that find the balance between technological precision and human creativity.
Here are Robert’s predictions for 2022, and 2024.
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