A roundtable with winners of the Prolific North Marketing Awards focused on key opportunities and challenges for 2025.
- The discussion addressed the impact of AI and automation across different marketing strategies.
- The leaders explored the expansion of Diversity, Equity, and Inclusion (DEI) initiatives within their agencies.
- Emerging social media platforms and shifts in strategies for 2025 were key topics of interest.
- Budget constraints and strategic planning for financial challenges were also highlighted.
At a recent gathering in Manchester, leaders from the Prolific North Marketing Awards convened to exchange insights on the future of marketing in 2025. The roundtable, chaired by David Prior, took place at Glaisyer’s office, where the focus was on opportunities and challenges such as AI and automation, DEI initiatives, and budget constraints. The event marked a celebration of their recent accomplishments, coinciding with the awards ceremony held at Manchester United Football Club.
AI and automation emerged as significant topics, with company leaders discussing their use to enhance campaign efficiencies and gain deeper consumer insights. Josh Wheeler from Be Broadcast acknowledged ongoing fears concerning AI but emphasised its potential impact on newcomers to the marketing industry. Patrick Rose from Hot House discussed AI’s application in automating SEO tasks, enhancing targeted content creation. Meanwhile, Caitlin Dunbar from One Agency Media highlighted AI tools’ role in client interactions, though she cautioned against AI’s exclusive use in creative efforts.
The conversation shifted to expanding DEI initiatives. Sam Biggins from Evoluted shared his agency’s approach by appointing diversity officers to keep perspectives fresh. Jamie Learmont from Waypoint noted generational differences in addressing DEI, cautioning against potential abuse of such initiatives. Leaders emphasised the need for self-reflection within agencies to ensure genuine DEI efforts.
The evolving social media landscape prompted discussions on strategic realignment. With Elon Musk’s takeover of Twitter and the rise of platforms like Threads and Bluesky, marketers reconsider their social strategies. Lydia Crossley from Good Morning Digital stressed the importance of tailoring strategies to individual clients. Wheeler highlighted ethical considerations and the need for brand trust when selecting platforms.
Finally, budget constraints were a topic of concern, with discussions revolving around strategic planning. Patrick Rose noted that while budgets were growing, it was primarily due to existing clients rather than new acquisitions. Leaders expressed mixed sentiments regarding the future, with some noting the importance of focusing on retainer-based work amid economic uncertainties.
The Prolific North Marketing Awards roundtable offered valuable insights into the evolving marketing landscape, highlighting both opportunities and challenges for 2025.
