Key Takeaways from Advertising Week Latam as We Look Toward 2025

Held in early November, Advertising Week offers a preview of the ideas and themes set to drive the industry’s agenda in the year ahead. Whether you missed it or just want the highlights, here are the trends poised to shape the road to 2025.

We’re entering a new era for creators and brand ambassadors.

If you attended Advertising Week at the Papalote Museo del Niño in Mexico City on November 5–7, you probably noticed the prominent role of content creators across multiple panels. Judging by how quickly these rooms filled up, these sessions captured special interest, highlighting the growing value brands and marketers place on creators. We are in an era where connecting authentically, relevantly, and in real-time with audiences is not just desirable but essential—and that is redefining the relationship between brands and creators.

“The importance of creators lies in their deep connection with the audience,” says Alejandra Chiang, Account Director at Monks. “When communities trust a creator, and that creator partners with a brand that shares their values, the metrics always reflect that synergy.” But gone are the days when a promotional post was enough. Today, forging genuine connections requires actively engaging in dialogue with audiences and moving in tune with culture.

Expectations are rising while attention spans are shrinking. For brands and creators alike, the secret to thriving in this environment is delivering genuine value to audiences. A case in point: in a campaign for Sinuberase, a probiotic treatment by Opella, we collaborated with a diverse set of creators, including Mexican influencer Arturo Lemmen. The key to success was giving each creator creative freedom to generate content that genuinely interests their audience, allowing for a deeper connection with the product.

The power of data and large-scale personalization.

Creating value for consumers is essential, but it’s also easier said than done. It all starts with a deep understanding of the audience, requiring brands to prioritize data analysis to unlock consumer insights—and sometimes uncover surprising behaviors.

“Consumers don’t always use platforms for their intended purposes, which requires constant data analysis to adjust strategies,” says our Group Creative Director, Camilo Monsalve. A standout example shared during one panel came from the ecommerce giant Mercado Libre, where some users treat the platform as a search engine rather than a shopping destination. 

Similarly, Heineken discovered its content resonates not just with its customers but also with non-beer drinkers. This is largely because the brand skillfully taps into major cultural moments, creating content that connects with people through shared passions and meaningful experiences. “What matters most is recognizing these behaviors, seizing opportunities around music festivals, sports events, or culinary experiences, and engaging with people’s interests beyond just the product,” explains Monsalve.

Efficient data management also helps brands elevate personalization to new heights. “Rather than focusing on a narrow niche, data allows us to segment and customize messages for diverse groups with greater precision,” explains Andreia Tavares, VP, Head of Social, LATAM. “This enables sharper communication across segments, maximizing the impact for both brands and their portfolios.”

In today’s landscape, where a brand’s relevance depends on staying in constant dialogue with its audience, the combination of creativity and data is essential. “We have to operate in real time, moving at the same speed as consumers, to ensure brands remain relevant,” says Tavares.

AI enhances engagement and creativity.

It’s impossible to discuss real-time interaction without considering the impact of artificial intelligence. During Advertising Week, it became clear that AI not only improves how marketers present and sell ideas—whether to clients or within their own organizations—but also expands team capabilities. “AI enables smaller teams to offer full-scale services without becoming overwhelmed by tasks they can’t fully manage,” explains Chiang. Success isn’t about team size but about striking the right balance between creative talent and technology.

Part of achieving that balance is realizing it goes beyond just automating tasks to gain speed and efficiency at a lower cost. The real shift lies in using AI to foster deeper connections—restoring a sense of humanity in interactions between brands and people and reimagining what’s possible in that relationship. AI helps ensure the right message reaches the right audience on the right channel.

This combination of technology, data, personalization, and empathy will define leading brands by 2025 and beyond. Audiences increasingly value authentic and personalized connections, and brands must not only adapt to cultural changes in real-time but also actively participate in the creation of culture. A significant year lies ahead for those who manage to find the balance between creativity and technological precision while engaging in ongoing dialogue with their audiences