WPP Production is centralizing execution to serve today's always-on world of content creation.

2025 challenged many of retail’s long-held assumptions. What looked like familiar patterns often turned out to be something different entirely, and in the process, a few key trends were either missed or misread by brands trying to make sense of shifting shopper behavior. Here are three trends from 2025 that were either overlooked or misunderstood, and why they will matter in the year ahead.

WPP cut its full-year outlook after Q3 organic revenue fell 5.9% to £2.46 billion, its steepest quarterly decline since 2020. New CEO Cindy Rose said the company “hasn’t gone fast enough” to meet client needs and outlined a turnaround focused on AI, operational efficiency, and simplifying its agency network. WPP’s slump reflects broader challenges facing holding groups in the AI era: proving value through speed, integration, and measurable results as brands increasingly turn to self-serve, platform-driven ad solutions.

Return to office comes for the ad industry: Publicis laid off hundreds of employees who didn’t comply with RTO. How is the rest of the Big Four approaching it?

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

Brands need to differentiate themselves in a crowded market. AI can help. But the content needs to be personalized and trained on the brand's own data to avoid generic output. And brands need to be sure that source content has a clear voice and point of view.

The social platforms are getting serious about long-form shows. Here’s what’s driving Facebook, Instagram, Snapchat and Twitter toward this form of video—and what advertisers need to know.