Now that 2024 has come to a close, let’s take a moment to reflect on the trends that have shaped the marketing, PR, and advertising industries over the past year. From the rapid evolution of technology to shifting consumer expectations, the industry has witnessed transformative changes. Here’s a look at the defining moments and emerging trends that influenced our work in 2024.
AI Revolutionizes Creative and Campaign Strategy
Artificial intelligence (AI) continued to dominate headlines and workflows in 2024. What began as experimental tools became indispensable resources for creative teams. AI-powered platforms now help generate personalized ad copy, design campaign visuals, and analyze consumer behavior with precision.
Brands that leaned into AI gained a competitive edge by using it to predict trends, create hyper-personalized content, and even test campaigns before launch. While skepticism around AI’s creative capabilities still lingers, its role as a collaborator—not a replacement—became increasingly evident this year.
Purpose-Driven Marketing Gains Traction
In 2024, consumers demanded authenticity and accountability like never before. Brands that stood for something beyond profit—whether environmental sustainability, diversity and inclusion, or mental health awareness—resonated deeply with their audiences.
Purpose-driven campaigns performed better across all metrics, from engagement to conversion rates, showing that audiences want brands to align with their values. Agencies helped clients navigate this terrain, ensuring authenticity in messaging to avoid the dreaded “performative” label.
The Rise of Micro-Influencers and Community-Based PR
Mega-influencers took a backseat in 2024 as brands shifted their focus to micro-influencers and localized PR strategies. These smaller-scale partnerships offered higher engagement and authentic connections with niche audiences.
From regional events to community-driven campaigns, this approach demonstrated the power of human-scale marketing in a time when trust and relatability are paramount.
Interactive Content Becomes a Must-Have
Static ads and traditional storytelling struggled to compete with the rise of interactive content in 2024. Augmented reality (AR) filters, shoppable videos, and gamified brand experiences became standard tools in the marketer’s toolkit.
Interactive campaigns delivered increased dwell times and higher click-through rates, making them a favorite for both B2C and B2B brands.
First-Party Data is King
With third-party cookies officially phased out, 2024 solidified the importance of first-party data. Brands that invested in building direct relationships with their audiences—through email campaigns, loyalty programs, and content hubs—thrived in this privacy-conscious landscape.
Agencies played a critical role in guiding clients toward strategies that prioritized data transparency while still delivering measurable ROI.
The Short-Form Video Boom
Short-form video content remained the reigning king of digital engagement. Platforms like TikTok, Instagram Reels, and YouTube Shorts dominated as consumers preferred snackable, visually engaging stories.
2024 saw an increase in brands using short-form videos to humanize their image, showcase behind-the-scenes content, and participate in viral trends. Authenticity was key—overproduced videos felt out of place in this highly relatable format.
Integrated Campaigns Break Down Silos
This year emphasized the importance of integrated campaigns that combined PR, marketing, and advertising into a cohesive strategy. The most successful brands created seamless experiences across channels, uniting earned, owned, and paid media to tell compelling stories.
Agencies that offered full-service capabilities thrived, becoming partners in crafting multi-dimensional campaigns that reached audiences wherever they were.
What’s Next for 2025?
Looking ahead, we anticipate even more exciting developments in AI-driven storytelling, immersive technologies, and sustainable marketing practices. The lessons of 2024 remind us that adaptability, authenticity, and human connection are the cornerstones of success in this ever-evolving industry. As we close out the year, we celebrate the innovations and collaborations that have defined 2024 and look forward to creating impactful, boundary-pushing campaigns in 2025.
What trends stood out to you in 2024? Let us know in the comments or connect with us to start planning for the year ahead.
AJ Gerritson
Senior Partner
BOSTON, MARS
