Introducing LeadersView: Shaping the Future of Marketing Communications
We’re thrilled to present insights from Paul Coxhill, COO of LIONS & President of LIONS Intelligence.
Coxhill highlights key trends in B2B marketing, creative commerce, and the increasing role of creators in the marketing mix in his IAA LeadersView Forecast. From business growth-focused campaigns to every touchpoint becoming a creative opportunity, 2025 is set to transform how brands connect and thrive.he shares valuable forecasts surrounding B2B marketing, commerce, and creators to help us navigate the ever-evolving digital landscape.
“I expect B2B to continue to gain momentum. Looking at the broader global macro-economic environment, we’ve seen B2B on the rise – with the top 100 B2B brands growing their equity by 10% in 2024. With the rise of B2B, I predict that this will be combined with a return to commercially-led work that demonstrates business growth. Additionally, I think we’ll continue to see a rise of Commerce solutions where every touchpoint is treated as an opportunity to creatively execute, versus one big idea that sits at the top of the marketing funnel. Lastly, I see Creators becoming an invaluable channel in the marketing mix.
– Paul Coxhill, COO of LIONS & President of LIONS Intelligence
B2B, commercially-led work, Commerce and Creators – watch this space!”
Discover the Future of Marketing Communications
IAA’s LeadersView brings together expert insights from our IAA Global Board, sharing cross-sector predictions that will shape the marketing communications industry in the year ahead. Stay ahead of the curve with perspectives that matter.
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