The Prolific North Marketing Awards roundtable brought together industry leaders to discuss future challenges and opportunities in a rapidly changing landscape.
- Discussions centered around the impact of AI and automation, highlighting both potential efficiencies and the need for further training.
- Diversity, Equity, and Inclusion (DEI) initiatives were explored, with a focus on creating meaningful and fresh perspectives within organizations.
- Social media strategy adjustments were considered in light of evolving platforms and brand trust issues.
- Budget constraints were acknowledged, with insights on maintaining growth through existing client relationships.
Industry leaders gathered at Glaisyers’ office in Manchester to share insights on emerging trends and challenges for 2025. The gathering marked a celebration of achievements at the Prolific North Marketing Awards while focusing on future prospects.
The roundtable, chaired by David Prior from Prolific North, delved into AI and automation’s role in improving efficiency. Attendees acknowledged the widespread use of AI within their organizations. Josh Wheeler from Be Broadcast emphasized the fear around AI, suggesting that while it offers significant benefits, improved training programs are necessary to mitigate fears. Patrick Rose from Hot House highlighted AI’s capability in enhancing SEO and automating link building, while Caitlin Dunbar from One Agency Media pointed out the importance of mastering AI prompts for creative work.
Diversity and inclusion were key points of discussion. Sam Biggins from Evoluted shared his agency’s commitment to being “people-first” and noted the appointment of diversity inclusion officers to maintain dynamic perspectives. Jamie Learmont from Waypoint and others discussed the generational differences in addressing DEI, cautioning against initiatives being open to misuse. Josh Wheeler stressed the importance of addressing unconscious bias in hiring processes to promote social mobility.
The conversation extended to the evolving landscape of social media platforms. Lydia Crossley from Good Morning Digital expressed concerns over the decline of X and the emergence of newer platforms like Threads. The need for adjusting strategies without hastily adopting each new platform was emphasized, with marketers encouraged to separate personal views from business approaches. The importance of brand trust and ethical considerations in choosing client partnerships was also highlighted.
Budget constraints were a common theme, with Patrick Rose from Hot House noting that most growth came from existing clients. The uncertainty caused by economic and political factors was acknowledged, but leaders remained optimistic. Maintaining close client relationships and offering personalized services were seen as strategies to navigate financial challenges.
The roundtable discussions underscored a dynamic blend of challenges and opportunities, setting the stage for a transformative 2025 in marketing.
