If you’re still running the same marketing playbook from five years ago, we’ve got bad news… it’s officially expired. The industry is shifting fast, and the brands that aren’t keeping up are getting left behind. Here’s what’s making waves in digital marketing right now.

Coca-Cola Just Sent a $700M Warning to the Industry

Coca-Cola recently ditched WPP for Publicis, and if that doesn’t set off alarm bells, it should. This isn’t just a high-profile account switch, it’s a clear signal that legacy media buying models are losing relevance. The old way of doing things, where big agency networks dominated through broad, one-size-fits-all campaigns, is crumbling.

Why? Because performance and precision now rule the game. Brands want data-driven results, not just reach. They want agility, not bureaucracy. Coca-Cola’s move is proof that the industry is shifting, and any agency or client stuck in the past is playing a dangerous game.

First-Party Data: A Competitive Advantage

FMCG brands are finally realizing that first-party data is the holy grail, and right now, it’s a land grab. The brands that aren’t actively collecting, refining and using their own data are already falling behind.

But here’s the catch: collecting data isn’t enough. The winners will be the ones who can:

• Turn raw data into actionable insights.
• Use AI to enhance customer personalisation.
• Automate performance-driven campaigns based on real behaviour.

The cookie is crumbling (literally), and if your brand is still relying on outdated tracking methods, you might as well be marketing with a typewriter. The future belongs to brands that take control of their own data.

The Future of Media: What Google’s Talking About

We recently sat down with Google’s senior leadership to unpack media effectiveness in our market, and the takeaways were clear:

• Location planning is evolving: The most effective campaigns will seamlessly blend digital and traditional media, using hyper-targeted strategies.
• Tracking solutions are leveling up: Expect more advanced measurement tools to separate the pros from the amateurs.
• Privacy laws are tightening: Brands that own and manage their data effectively will have a huge competitive edge in the post-cookie world.

With these shifts in play, precision, measurement and compliance are becoming the cornerstones of successful digital marketing.

Meta’s Content Moderation Updates: What It Means for Brands

Meta is loosening its grip on content moderation, shifting towards a Community Notes model and adjusting its enforcement policies. For brands, this brings both opportunities and challenges:

• More freedom: Expect fewer restrictions on content, allowing for a wider creative scope.
• Higher brand safety risks: With less aggressive moderation, there’s a greater chance of misalignment with brand values.

If your brand relies on Meta platforms, now’s the time to rethink your content strategy and ensure your messaging stays relevant and protected.

TikTok’s 2025 Playbook: Key Trends for Brands

TikTok just dropped its What’s Next 2025 Report, and if you want to make an impact on the platform this year, here’s what you need to know:

• Brand Fusion: Consumers are looking for unexpected brand collaborations that break industry norms.
• Identity Osmosis: People expect brands to mirror their values, lifestyles and experiences - authenticity is everything.
• Creative Catalysts: The best content doesn’t feel like an ad. It’s immersive, interactive and built for engagement.

If TikTok is part of your marketing strategy (it should be), these trends are your blueprint for success.

The Bottom Line

Digital marketing is shifting – fast. The legacy media model is fading, first-party data is becoming non-negotiable and platforms are evolving at breakneck speed.

If your brand is still playing by last year’s rules, it’s time for a hard reset. The future belongs to the data-first, AI-powered performance-obsessed brands.

RESOURCES:

https://www.thedrum.com/news/2025/03/13/coca-cola-s-700m-account-goes-publicis-wpp-s-media-model-put-the-test 
https://www.bizcommunity.com/article/era-of-first-party-data-dawns-as-the-data-cookie-crumbles-897253a 
https://www.socialmediatoday.com/news/meta-reduced-content-moderation-brand-safety/736748/
https://ads.tiktok.com/business/en/trends-whats-next