2025 is marked by confronting complexity in marketing within volatile and uncertain markets. The shift from a VUCA to a TUNA world signals increased turbulence and ambiguity. The fundamentals of marketing are evolving due to AI, the rise of creators, and new media. Creativity plays a crucial role, with bold campaigns necessary for success. Connecting with cultural touchstones like sports can unify marketing efforts. Hence, upskilling marketing teams has become a priority for brands faced with rapid changes in the landscape.
"Nothing feels predictable anymore. I think we've moved from a VUCA world to a TUNA world; it's turbulent, it's uncertain, it's novel - and the biggest is ambiguous," said Rupen Desai, CMO and venture partner at Una Terra.
"Just the art and craft of marketing is changing. It's not just the advent of AI but the introduction of creators and the proliferation of media [that] has really sort of changed how you go out and reach customers and I think there's more unknown now than ever before," said Yusuf Mehdi of Microsoft.
"The key lesson I've learned is that boldness [is the] space when you are able to do the right thing and when you are creative in the way you show up on the market," said AXA's Jérôme Amouyal.
"All of our research tells us that sports is the great unifier and so we have spent quite a bit of time thinking about how to bring that into our marketing and we currently have a partnership with the F1 and a partnership with Fifa, two of the world's undoubtedly most popular and well-known sports," said Emily Ketchen of Lenovo.
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