EP 33: Ad Age’s Brian Bonilla on trends and truths

In Episode 33 of the Brand Slam podcast, co-hosts Steve Rosa and Joe Kayata sit with Brian Bonilla, Ad Age senior agency reporter, to unpack the biggest marketing trends shaping 2025. With new tools, evolving consumer behavior and rapid advancements in AI, the industry is experiencing a shift that’s redefining how brands and agencies operate. From mergers and acquisitions to the growing role of influencers, Brian breaks down what’s driving the future of marketing and what CMOs need to know to stay ahead.

One of the most significant shifts is how brands and agencies are integrating AI into their strategies. While AI enhances personalization and efficiency in advertising, the challenge remains: How do brands maintain creativity and human connection? Some agencies are deploying AI at scale to drive hyper-personalization, while others are experimenting with AI-generated content in groundbreaking ways. But at its core, AI can’t replicate human emotion—making it critical for brands to balance automation with authenticity.

Another game changer? Virtual production. More brands are investing in high-quality content creation without the limitations of traditional filming. Steve and Joe highlight how (add)ventures’ virtual production wall—the largest in New England—is a prime example of how brands can leverage cutting-edge technology to produce immersive, dynamic campaigns more efficiently.

Beyond technology, Brian discusses how industry shifts are reshaping agency-client relationships and how CMOs can navigate an evolving marketing landscape. More brands are shifting toward flexible creative rosters instead of relying on a single agency. The way companies connect with audiences is changing fast, and building strong relationships and staying informed on industry trends has never been more essential.

This episode provides a look at the forces shaping marketing in 2025 and offers valuable insights for brands navigating a complex and fast-moving landscape. 

Interested in a particular topic or want to be a guest? Contact us at brandslam@addventures.com.