🚀 2025: The Year of Brave Creativity

Let’s face it—2024 wasn’t the easiest year for creativity. With many brands playing it safe, risk aversion became the default strategy, leading to a sea of sameness in the work we saw. While some truly brave clients stood out by challenging the bland, far too much creativity fell into the trap of predictability.

But here’s the good news: 2025 is already feeling different. There’s an energy, a hunger for change, and a recognition that being brave isn’t just an option—it’s essential. This year, we have an opportunity to reclaim what makes great creative work: impact, originality, and a refusal to settle for ‘good enough.’

Following our 2025 trend report, Co-MDs Charlie and Nicki were invited by the UK Creative Festival to contribute to their 'Golden Nuggets' series.

In this call to be brave, they explore the rebellion against the bland, championing craft, and working with artists to create impact.

Read 'The Year of Brave Creativity', here.