2024 was another year of change in the marketing industry. Many agencies faced increased cost pressure resulting in decreased profit and layoffs, but it also felt like a time of some stability and structure returning after the instability of 2023. At Sunday Treat we weathered the strom well with a relentless focus on new business strategies; we had our best year ever but it would be very fair to say that this wouldn’t have been the case if we were reliant solely on our old clients.
Thinking about the wider industry; the digital advertising juggernauts: Meta, Alphabet, and Amazon cemented themselves as, basically, the emperors of ad spend. No surprises there, but here’s the wild part: for the first time ever, Meta spent more on ads than linear TV did. Globally, anyway. Over here in the UK, TV still held its ground, which we felt firsthand. We had weeks where we were knee-deep in storyboards for TV spots, then flipping to TikTok brainstorms the next. It was chaos, but the good kind.
So 2025:
So 2025:Alright, 2025. What’s it got for us? The honest answer: no one really knows. But there are some pretty clear trends shaping up, and if you squint hard enough, you can kind of see where things are heading.
First off, Meta, Alphabet, and Amazon are going to get even bigger. Shocker. Retail media’s exploding, and Amazon’s leading the charge there. It’s not just about selling ads—it’s about selling ads where people are already buying stuff. Smart, right? It’s forcing brands to rethink how they connect with consumers.
Privacy’s another big one. Cookies are on their way out, which feels like the end of an era, doesn’t it? The whole industry’s scrambling to figure out how to target people without being creepy. There’s this thing called “clean rooms” (not as sterile as they sound), and they’re becoming the new normal. It’s a weird mix of data science and creative thinking, and honestly, it’s both exciting and a bit of a headache.
Then there’s Connected TV. If you’re not familiar, it’s stuff like Netflix and YouTube, but with ads that actually feel like they belong. Ad spend here is set to shoot up, and for good reason. People are hooked on streaming, and brands are realizing they can tell richer, longer stories in that space. For us, it’s like getting handed a bigger canvas to paint on—what’s not to love?
Then the still evolving VR and AR industries… they’re not replacing your phone tomorrow – but they’re creeping into the mainstream. Brands are starting to see the potential of immersive experiences, and it’s opening up some amazing creative possibilities. We’re ready for it. Bring on the new ideas.
Oh, and TikTok? Still the king of social. If you thought it peaked, you’re wrong. It’s gobbling up ad spend left and right. Short-form, snappy, personal—that’s the game. We’ve been playing in that sandbox for years now, and it still feels fresh. There’s something fun about creating content that’s meant to be consumed in, like, six seconds.
What’s New at Sunday Treat?
Okay, enough about the industry—let’s talk about us. Sunday Treat’s got some big plans for 2025, and we’re pretty excited about where we’re headed.
We’re always keen to play with new immersive tech. VR, AR, all that good stuff. We’re not just dabbling; we’re committing. It feels like the right time to take some risks and push the boundaries even more than we did in 2024.
We’re expanding the team with new hires. New people, new energy. It’s always a bit nerve-wracking bringing fresh faces into the mix, but it’s also what keeps us sharp. Plus, we’re just excited to learn from them. Everyone brings something different to the table, and that’s how we keep evolving.
On the client front, it’s all about relationships. Sure, new business is great, but we’re putting a lot of energy into building stronger, longer-term partnerships with the folks we’re already working with. When you know a client inside and out, the work just gets better.
And then there’s sustainability initiatives. We’re not perfect and we travelled a lot last year but we’re are expanding our carbon offsetting plans as it’s something we care about deeply as a team.
Why We’re Excited
Here’s the thing about 2025 – it’s going to have a lot of change. There will be challenges, but that’s what makes it interesting. We’re ready to roll with the punches, try new things, and maybe even surprise ourselves. So, if you’re a client, a collaborator, or just someone who’s curious about what we do, let’s chat. Who knows? We might create something amazing together.
