What’s keeping CMOs awake at night in 2025?

12 Jan

Written By Rochelle White Communications

It’s 2025 and with a New Year always comes new challenges and changes.

With economic uncertainty still lingering, increasing competition and the ever-changing consumer behaviour, the pressure is on for CMOs to deliver results that support business growth and also resonate with both internal and external stakeholders and of course audiences.

So, with that, what exactly is keeping CMOs awake at night, and how can we be your problem solvers?

Some of the challenges we believe you could be facing…

1. Revenue pressures and sales pipelines

According to Team Lewis Global recent research, 42% of CMOs cite revenue generation and lead creation as their top stressors. Still now, the global economy (described by the IMF) is still in a “sticky spot,” there’s pressure to boost sales pipelines and increase consumer spend and loyalty. When it comes to economic slowdowns - which we’ve seen for the past few years, particularly in markets like the UK and US, these challenges, are leaving CMOs juggling short-term wins with long-term brand-building goals.

2. Proving ROI

Let’s not forget, you’re in the business to make money, for 22% of CMOs, demonstrating a clear return on investment (ROI) remains a significant challenge. This highlights the how creating campaigns and budget management need to be well throughout and executed, as well as consumer and brand focused. It’s about understanding the overall business goals and crafting storytelling communications that make your audience stop and think with narratives that matter. All of this, helps to support a better ROI for marketing activity across all channels.

3. Navigating economic uncertainty

The economic backdrop plays a crucial role in shaping marketing decisions, let’s not forget that. Many brands pulled and tapped into future budgets when Covid hit, and adding the current uncertainty it has made brands much more conscious of where and how they spend. The past year we saw an increase of spending on advertising as it provided a guarantee ROI and immediate results. Organic shouldn’t be slept on either, far from it. As it’s harder to justify spending on campaigns that don’t guarantee immediate results, it should be harnessed and uses alongside paid activity.

4. AI adoption and innovation

For us and in our opinion, AI should be used as a Tool to support teams and creativity when it comes to ideation. In 2024, we learnt that 40% of marketing and design departments are leveraging AI and machine learning tools (Gartner CMO) to enhance decision-making and creativity. This is something that we believe is going to continue and even grow in 2025. With an increase of new and better technology as well as an increase in 2D, 3D, CGI and Metaverse creation, it’s allowing brands to get more traction and story tell in different and creative ways.

5. Content overload and speed

Consumers are inundated with content. Gen Z consumers in particular, spend hours on platforms like TikTok, Snapchat and YouTube. So, standing out is becoming increasing challenging. Right now, there is no true formula when it comes to creating content. As what might go viral today, might not tomorrow, what worked last week, might not work this week.

For 40% of CMOs, developing robust content strategies is essential, but the sheer volume of content demands rapid responses to trends and events to remain relevant. However, teams and departments are stretched and might not be able to fulfil the demands. Any content that brands produce need to based on something, with the ability to adapt and react to trends in a swift way.

What’s our solution?

Here’s what we know, we understand how to craft stories that aren’t just unforgettable—they’re undeniable. Stories that make audiences stop, think, and feel. We understand your pain points deeply and feel we have some of the answers you need to get ahead in 2025.

1. Fostering communication and collaboration

When it comes to this we work seamlessly with internal teams. We work and support you (CMOs) who need allies who understand their language and challenges. By aligning business and marketing goals through clear communication and shared KPIs, we help you navigate complexity with confidence. Our expertise in multi-generational and youth culture allows us to create campaigns that build cultural relevance that elevates brands from players to pioneers, shifting your trajectory to lead industries and define moments.

2. Data-driven insights and reporting

In 2025, rigorous KPI tracking is non-negotiable. Having transparent, real-time analytics that demonstrate how campaigns contribute to revenue and brand growth helps with future campaigns and comms. It’s all about leverage cutting-edge tools to monitor performance, pivot strategies and forecast trends, that ensures you stay ahead of the curve.

3. AI-powered creativity

For us AI is no longer optional—it’s essential. But, real talk here AI isn’t just ChatGPT or similar, it can be used for data-driven content to automating campaign processes, as well as supporting campaign ideas. Integrating AI tools seamlessly into creative workflows, can be a benefit. The world of marketing and communications isn’t slowing down, and the technology isn’t going anywhere, use it to stay agile in a fast-paced world.

4. Content that converts

Quality over quantity is the mantra for 2025. There is so much noise out there, and you don’t want to be part of that, you want to be standing out. Your content strategies need to do more than fill feeds—they must engage, inspire, and drive action. Campaigns don’t and shouldn’t just be following trends; they should be setting them, using cultural insights to craft stories that resonate with audiences and define moments.

Positioning for success in 2025

We have a good feeling for 2025 and although there are still challenging and uncertain times, there is a lot of opportunity to be had and taken advantage of. Working with an agency like us, we’re uniquely positioned to help you craft campaigns that drive movement and conversations by combining bold creativity with strategic insights. We know that being seen isn’t enough— you (brands) must be felt, trusted and remembered.