- 13 Feb 2025
Media insiders reveal their 2025 industry forecast
As we enter the new year, it’s time for our forward-looking analysis! Following last year’s success, FD Media Group has gathered insights from three influential industry leaders for their 2025 predictions. This time, we’re getting our perspectives straight from the boardroom!
Our distinguished panel includes:
- Jasmijn Bouwmeester, Client Managing Partner at Havas Media Netherlands
- Michael Willems, Managing Director at dentsu Benelux
- Henriette van Swinderen, Director at bvA (Dutch Advertisers Association)
In this exclusive interview, they share their expert vision on the evolving landscape of media, advertising, and technology in 2025.
What media industry developments do you anticipate for 2025?
Henriette: “We’re witnessing unprecedented media fragmentation. While traditional mass media maintains its significance, new channels continue to emerge. Within new media, we’re seeing particularly strong growth in social platforms and video/audio-on-demand. A key development to watch is the potential RTL-DPG merger, which could create a stronger local player to counterbalance global giants.”
Michael: “For better or worse, we’re living in an algorithmic world where all eyes are on AI’s impact across the entire media value chain. The promise of 1-to-1 communication will be realized, enabling dialogue with—rather than just broadcasting to—consumers. On the supply side, we’re seeing unstoppable momentum from streamers, with Amazon and Netflix now entering live sports.”
Jasmijn: “I’m incredibly excited about the coming year, with automation, digitalization, and AI creating numerous opportunities. My vision is that agencies must focus on trust, simplicity, and agility. Clients need clear explanations of complex data and processes to navigate an increasingly sophisticated landscape.”
What will be the defining advertising trends?
Henriette: “Brands are seeking relevant ways to engage through social and on-demand media. This requires a fundamentally different approach than mass media advertising—demanding faster responses to current events and adaptability to consumer types, screen formats, and locations. AI can play a crucial role in making content both personally relevant and brand-appropriate.”
Michael: “In today’s algorithmic era, consumers expect brands to not only understand their preferences but anticipate future needs. Since 2018, dentsu has pioneered global research into ‘attention.’ In a fragmented landscape, understanding creative execution and contextual resonance is crucial.”
Jasmijn: “I expect increased focus on local advertising, reflecting growing consumer preference for local content. The battle for attention remains intense. With shrinking attention spans, brands must create impact within seconds. Simultaneously, I anticipate further decline in media trust, elevating the importance of quality news media and authentic influencer marketing.”
What's your take on technology's role, especially AI?
Henriette: “I expect exponential AI adoption across all media and advertising sectors. From generating content and optimizing media strategy to accelerating consumer research. The critical concern is AI ethics. It’s essential that our industry finds a responsible balance between leveraging opportunities and preventing misuse.”
Michael: “For agencies, this means not only automating routine tasks and extracting deeper data insights faster but also making significant advances in automated content creation and media planning, combined with expert human interpretation.”
Jasmijn: “The power of physical client connections and active listening will be key differentiators in the coming period. Human connection remains crucial in our industry because automation and digitalization alone aren’t sufficient. We are the data interpreters!”
How significant will ESG objectives be in campaigns?
Henriette: “I expect all sectors launching more sustainable and healthier solutions to give this disproportionate attention. Marketing and advertising must play an essential role in necessary transitions.”
Michael: “In 2025, EU regulations will require companies to report their environmental impact (CSRD). We’re helping them develop plans that minimize emissions while meeting reporting requirements.”
Jasmijn: “Sustainability in its broadest sense remains more important than ever—it’s not just the responsibility of agencies, advertisers, or government—it belongs to all of us. We’re working diligently with our clients to approach this thoughtfully, deploying our resources and budgets as consciously as possible.”
What are you most looking forward to in 2025?
Henriette: “I’m incredibly excited about SAIL Amsterdam. It’s always an impressively well-organized event and one of my favorite business networking venues.”
Michael: “Rather than a specific event, I’m anticipating the evolution of modern products and strategies—specifically how we’ll optimally integrate innovative technology with our human capital.”
Jasmijn: “The AMMA Awards. Under Tessa (Van der Starre) & Eva (Rozenbeek)’s inspiring leadership, the AMMAs have been beautifully reinvented. I’m looking forward to showcasing outstanding client cases with our team!”
What's your industry mandate for 2025?
Henriette: “Wisdom and composure to maintain objectivity and make sound decisions despite societal, political, and professional turbulence. And curiosity to explore innovative developments.”
Michael: “dentsu wishes the Netherlands increased investment in knowledge and innovation. These are crucial for maintaining competitiveness in an economic landscape increasingly dominated by Chinese and U.S. big tech.”
Jasmijn: “Connection and Trust. Better listening leads to greater progress. This requires genuine connection and attention to each other. While we might move faster alone, we go much further together.”