Advertising Week Europe 2025: The Recap
Last week, we attended Advertising Week Europe 2025 at 180 The Strand. From AI's evolving role in our daily lives to the power of inclusive marketing, here’s a snapshot of the biggest conversations happening in adland right now.
AI: Efficiency, not craft
“I think the biggest asset a brand has is its brand. Combining AI with creative craft is the best way to move it forward. We invest in creating stories that emotionally connect with our audiences across all the channels we use today. Don’t use AI as a cost-cutting exercise — because when you do, you lose the advantage.” Inam Mahmood, General Manager, Audience Measurement, EMEA Nielsen
As expected, AI sparked plenty of chatter as the industry jumps on board the “if you can’t beat them, join them” train. The message across all panels was consistent: AI isn’t here to replace creativity but to support it.
John Lewis discussed achieving this balance in their ‘Never Knowingly Undersold: Transforming Brand Perception’ panel. Rosie Hanley, the retailer's brand director, talked about how John Lewis uses AI to power price-matching, which takes the pressure off the creative team so they can focus on what they do best—telling real stories. AI’s role is to handle the background noise, not the storytelling itself.
Radically transparent comms
“As humans or consumers we aren’t perfect and I don’t think consumers expect brands or companies to be perfect. We do expect them to be transparent, honest and authentic when communicating things.” Sadira E. Furlow, Chief of Global Brand & Comms Officer, Tony's Chocolonely
We love great-tasting chocolate, especially from a brand that does more than satisfy a sweet tooth. Sadira talked about how the impact-driven chocolate business embraces radical transparency as a powerful strategic communications tool, adopting honest, authentic communications around challenges rather than shying away form difficult conversations.
Child labour, unfair supply chains, and exploitation are unfortunate realities of the cocoa industry. By confronting these issues head-on, Tony’s Chocolonely proves that transparent communications is key to driving impact. It was great to hear Sadira talk about embracing imperfections and being committed to rooting out issues, authenticity, and remedial actions to drive change.
We also learned more about Tony’s ‘Open Chain’ initiative, which focuses on principles such as paying farmers a living income and addressing child labour. The chocolate brand works with other brands, including Mr. Beast’s Feastables and Waitrose, with the philosophy of “compete on the shelf, collaborate on cocoa.
cultural fluency enters the authenticity chat
“It's not about shouting the loudest. It's about making something that people want to spend time with.” Charlotte Greywoode, Head of Production, VML UK
If there were one word that dominated the conversations at AdWeek, it would be 'authenticity.'
The founders of Chai Guys, Gabriel Unger and Abhilash Jobanputra, discussed the importance of cultural fluency and immersing themselves in Indian chai-making culture. Both shared that it was crucial to visit India to understand the brewing process (despite having lived experience from growing up in the country) to bring an authentic chai experience (which is spicier and more ceremonial than a chai latte) to the UK.
Similarly, Michelle Spillane, Managing Director of Marketing at Paddy Power, talked about the importance of tone when crafting the brand’s humourous campaigns. Paddy Power prides itself on celebrating the cultural identity of what it means to be a Brit by using inclusive humour that recognises diversity. Michelle shared the fine line the company treads between celebrating much-loved stereotypes and being insulting to ensure campaigns are well received.
These conversations clearly showed that cultural fluency paired with cultural truth, inclusivity, timely and relevant execution, and a strong brand-agency relationship are key to landing authentic campaigns that consumers love.
Creators create trust
“63% of consumers trust creators more than traditional advertising." Eldad Weinberger, Creative Lead, Google
How brands build brand love and trust is shifting. Knowing what’s worth saying, how you want to say it, and who best delivers the message begins with a deep understanding of your intended audience, a robust communications strategy, and the co-creation of authentic messages. Eldad Weinberger shared that creators are becoming more central to this approach.
THE £300 Billion Audience You can’t ignore
“You’re an investor, even if you’re shopping in Aldi, buying a Flake Bake.” Lydia Amoah, CEO & Founder of Black Pound Report, Backlight Inc.
More brands must move past questioning the business case for inclusion and focus on authentically engaging more audiences. Lydia Amoah shared her perspectives on shopping habits, highlighting that consumers make investment decisions when they shop, intentionally or unintentionally.
Lydia also reminded audiences of the UK's diversity — by 2030, 60% of London’s population will be from non-white backgrounds. Brands that fail to engage with this reality will not just fall behind; they risk becoming irrelevant.
leading with legacy
“We were the first place to sell nylon tights when miniskirts became a thing. We’re a thought leader on the nation's needs but also learning.” Rosie Hanley, Brand Director, John Lewis
How do you keep a brand relevant for over 100 years? Rosie Hanley shared that staying true to your heritage while evolving with the times is key.
John Lewis reintroduced the ‘Never Knowingly Undersold’ price pledge in 2024, two years after stepping away from it. This move wasn’t about price — it was about rebuilding trust.
By tapping into its 1925 values, John Lewis reminded customers that offering great value and fairness is at the brand's core. The relaunch paid off, with a 7-point increase in brand relevance and an impressive £100 million incremental revenue. John Lewis shows that when you double down on your heritage and prioritise customer trust, your brand can weather the storms of an ever-changing market.
Community marketing is In
“There are so many stories that come from our incredible community that are marketable and PR-able.” Eshita Kabra, Founder & CEO, By Rotation
Brands like By Rotation live and breathe community marketing. Founder Eshita Kabra discussed why most of her marketing spend goes into creating engaging, memorable moments for her community. Eshita highlighted that it’s so much more than fashion sharing that her community uses the income from renting clothes on the platform to fund life choices, from surrogacy to side hustles, and that these are the stories her target customers want to hear.
Real stories, real connections
“Believe in the brand you work for, and have a passion. Build the best team. Leave the egos at the door. Let everyone have a suggestion. Challenge, don't be afraid, but remember to be core to who you are, and always move forward.” Calum Laming, Chief Customer Officer, British Airways
Is your brand speaking to real people? Monzo and British Airways shared examples of speaking to and reflecting real people. British Airways brings authenticity to its marketing by centering employees. Calum also stressed how important it has been for the airline to go from selling a flight to selling the unseen moments that travelling creates.
Similarly, Monzo shared how it turns the financial world on its head by showing that finances evoke emotion. With straightforward, relatable content and a touch of humour, they’re making money feel less intimidating, especially for Gen Z and women, by giving them the agency to take control of their financial future.
These brands are steering away from speaking at their audience to bringing them into the conversation proving there is real power in marketing that educates, entertains and includes.
BETTER ON PURPOSE
“Watch out if you don't take this whole topic seriously. You have to see what's happened to Tesla; these things can happen very quickly, very fast.” Philip Bourchier O'Ferrall, CEO, Outernet London
With London bidding for World Pride 2030, brands taking social responsibility more seriously, especially in supporting LGBTQIA+ rights, is more critical than ever. We know that advocacy should go beyond flying the Pride flag during June, but the question is, how can brands and organisations show up throughout the year?
A standout example is Outernet London. CEO Philip Bourchier O'Ferrall shared how their platform is more than just a venue and positions itself as a continuous space for LGBTQIA+ advocacy, reaching millions of people globally. By hosting ongoing inclusive messaging, Outernet ensures that brands can drive visibility and support for marginalised communities beyond fleeting moments.
all is well(NESS)
“Gen Z is thinking about health. They're also thinking about wellness as a real sense of experience and looking at how they choose to spend their time.” Katie Ingram, Director of Europe, Advertising Week
Gen Z might be the most wellness-savvy generation yet. According to a study by CINT, 34% of Gen Z ranked health and wellness as a top-four spending priority—almost on par with clothing (38%).
From prebiotic drinks and adaptogenic snacks to financial well-being and travel, Gen Z embraces a holistic view of what it means to feel good. Health and wellness reshape how younger generations spend their coins, and collaborations in this space can drive brand growth.
In sum, this year’s Advertising Week Europe was full of rich conversations that reminded us that the future of marketing is about craft, cultural fluency, using AI for efficiency and centering human storytelling. We can’t wait to see how these conversations shape adland’s output this year and beyond.