The new year is right around the corner, which of course means lists. CMOs submitted all their plans and budgets two months ago, however there are still two or three shifts in this list that could prove interesting for the new year. 

This is the first instalment in a three-part series covering the 25 shifts for 2025.

25. Get your marketers working in your own BrandGPT

Not every CMO realises their team is working within their own personal—often free—ChatGPT. Everything entered there ends up in the general GPT database. Not to mention, that personal ChatGPT goes with them to their next job. Opt for your own paid BrandGPT environment, so your knowledge stays secure.

Tip: Create an internal AI dashboard so you can safely learn from past campaigns within your own ecosystem.

24. No, TikTok and Insta still don’t build brand preference

Social media isn’t really designed for long-term brand building. It works well for short-term promotions but rarely creates lasting brand recognition or preference. The followers you do have are superfans, but as Byron Sharp’s research shows: growth comes from light users who don’t follow you. Unless, of course, an influencer declares you make the best chips in London.

Tip: Experiment with user-generated content (UGC) that focuses on engaging light users.

23. There’s more than just ‘deep green’

Over the past few years, many beautiful sustainable brands have focused on the ‘deep greens’—consumers who wanted three things: better for you, better for others, and better for the planet. Brands like Yumeko, Tony’s, and Fairphone all catered to this group. But those days are over. The ‘orange’ audience also needs to show interest. Sustainability is no longer a benefit but a given. Make your communication more enjoyable—for everyone.

Tip: Develop campaigns that make sustainability fun by combining playful, relatable scenarios with positive impact.

22. From trending topics to real-time

Capitalising on trending topics is always fun, but reacting in real-time is even better. Digital media allows you to act quickly, but your marketing team needs the freedom to respond spontaneously. Avoid the culture of multiple approvals; trust your team and their judgement.

Tip: Set up a "breaking news" team within your marketing department to react swiftly and independently to news events.

21. Playful with gamification

Both young and old love playing games. It’s an engaging pastime, and if a brand does it well, the target audience will spend a few minutes immersed in your message. Many brands hesitate, but companies like Rituals, McDonald’s, and KLM are already doing this. In uncertain times, games can bring a sense of lightness. Incorporate playful elements into your marketing strategies to engage and reward your audience.

Tip: Introduce a simple "level-up" system that rewards consumers for interacting with your brand.

20. Appoint a boss algorithm 

Understand how social and search platforms work and optimise your content strategies to remain relevant and visible. Assign someone in your team to take control of the algorithms.

Tip: Have your algorithm expert create a "content heatmap" that shows which platforms yield the most engagement.

19. Distinctive Brand Assets (DBA) across your entire funnel

It’s often said that half of your marketing budget is ineffective. If your billboard doesn’t align with your homepage or email tone, colours, and photography, you’re certainly wasting money. Make clear, sharp choices. Many CMOs are hesitant when it comes to committing to just one colour or visual theme.

Tip: Include a quarterly audit that measures visual consistency by scoring every touchpoint on DBA.

18. The growing shortage of influencers

You can use influencers to promote your brand and products, but always make it clear it’s a collaboration. Influencers are becoming more selective with commercial partnerships. They can’t promote something with #ad, #sponsored, or #partner every week without losing credibility. Quality influencers are becoming scarce—an emerging challenge for the new year.

Tip: Build a pool of micro-influencers who are authentic ambassadors for your brand, rather than relying on a few big names.

This piece was originally published on 

Https://marketingreport.nl/buzz-jur-baart-fitzroy-25-shifts-waar-de-cmo-rekening-mee-moet-houden-deel-1/

25 Shifts the CMO should watch out for (Part 2)

The new year is right around the corner, which of course means lists. CMOs submitted all their plans and budgets two months ago, however there are still two or three shifts in this list that could prove interesting for the new year. 

This is the second instalment in a three-part series.

17. Pay for your agency’s project manager

The agency world is under pressure. Agencies are doing more for less, often afraid of losing clients. As a result, they undercharge for extra hours, particularly the project manager’s time, which is often quoted at just 10%. But those hours are still worked. Maintain a healthy relationship with your agency and pay for the project manager’s time.

Tip: Clearly discuss the scope and project management hours with your agency. Managing expectations is key.

16. Brief your agency on smarter

You can do plenty in-house, but many CMOs still rely on their agencies. However, they don’t challenge their agencies enough in their briefs. If you’re engaging smart strategists and creatives, ask for something smart. Request a new technique, method, or medium to excite your audience and your internal organisation.

Tip: Ask your agency for both ideas and new technologies in the briefing.

15. The Joyconomy calls for a smile

In uncertain times when people crave positivity, brands can play a role. Inject moments of light-heartedness into your campaigns. Even one short video on TV or Instagram can offer a much-needed escape.

Tip: Introduce "happiness triggers"—small, unexpected moments of humour or relatability that stick in people’s minds.

14. The new 4 P’s

Consumers fall into two camps: those who only want the lowest price and those who want a better product, process, and people. If you’re not competing on price, authentically communicate why your brand is better.

Tip: Pick one P—like Process—and make it your 2025 strategic focus with radical transparency.

13. Does your agency have a photographer’s eye for AI?

The world seems like one big AI bubble. As a CMO, you’ll not only need to leverage AI for more efficient processes, but also for creating visuals. Some brands handle this themselves, while others rely on their agencies. However, beware: not every prompter has a good photographic eye. Always involve a photographer, a stylist, and a graphic designer to develop the right visuals. AI is easy to use, but extracting the right level of quality is a challenge.

Tip: Ensure that a professional photographer always gives the final sign-off.

12. Claim a societal theme in 2025

Earlier this year I wrote an article in which I already argued for more ‘societal marketing’. Governments are falling short in addressing key issues like obesity, vaping, mobile phone usage, and urban littering. Brands, especially those with a strong sense of purpose, should dedicate a portion of their budgets to societal causes. Authenticity is key, and doing so can earn your brand more fans.

Tip: Collaborate with local communities or influencers who can translate these themes authentically to your audience.

11. Performance-based branding—it exists

Branding and performance marketing are converging, with an increasing emphasis on measurable results. Simply generating awareness or views isn’t enough anymore. CMOs must demonstrate ROI, even for brand-focused campaigns. Success requires seamless collaboration between your creative agency and data analytics teams.

Tip: Combine branding and conversion campaigns by introducing an “layer" that connects the interactive brand story and bridges the gap and drives direct action.

This piece was originally published on https://marketingreport.nl/buzz-jur-baart-fitzroy-25-shifts-waar-de-cmo-rekening-mee-moet-houden-deel-2/

25 Shifts the CMO should watch out for (Part 3)

The new year is right around the corner, which of course means lists. CMOs submitted all their plans and budgets two months ago, however there are still two or three shifts in this list that could prove interesting for the new year. 

This is the third and final instalment in the series.

10. Add more culture to your strategy

Stay attuned to (pop) culture and evolving audience dynamics to gain an edge over competitors. When understanding what those cultural shifts—subtly and authentically—imply for your brand then cultural relevance can drive significant growth. You are able to stand for the themes that are important to the (younger) audiences. 

Tip: Use platforms like Reddit or Discord to spot trends early and integrate them thoughtfully into your strategy.

9. Smarter loyalty programmes

Harness advanced technologies like blockchain to make loyalty programmes more transparent, fair, and engaging. Reducing customer churn is just as important as acquiring new buyers. Personalisation and value should be at the heart of your loyalty strategy. Use data to offer customised rewards and recommendations that resonate with your customers. Integrate elements of gamification to increase participation and interest. 

Tip: Incorporate exclusive experiences into your loyalty programme, such as early access to new products or behind-the-scenes brand insights.

8. Everyone loves Local Love

The Dutch are the scavengers of Europe. They take the best from every country and incorporate it into their own culture. The year 2025 will see a surge in appreciation for local love. Everything that is made local get’s cudo’s, because in times of global crises the love for the homemade goods rises. Showcase your local production efforts in your marketing communications to tap into this growing sentiment.

Tip: Label your products with ‘Made in [The Netherlands]’ and highlight the stories of the people behind the production.

7. Launch a ‘zero-party data’ strategy

In a cookie-less world, it’s more important than ever to collect data voluntarily shared by customers through meaningful interactions like quizzes, personalised recommendations, or exclusive offers. Make someone in your team responsible for understanding your audience beyond generic demographics.

Tip: Introduce interactive tools, such as fun quizzes, that provide valuable data while engaging your audience.

6. How inclusive is your brand?

Brands will need to place ethical standards and inclusivity at the heart of their communication. Those who fail to uphold diversity and fairness will lose credibility with their audience. Inclusivity goes beyond colour. I am still amazed that there is almost no role for, for example, people with visual impairments or disabilities, like when we worked with Eva Eikhout for VGZ. It really needs to become more inclusive.

Tip: Involve real people with diverse backgrounds in your campaigns and let them tell their own stories.

5. Generation G (Grey)

Generation G, or the "Grey" generation, is growing and deserves more focused marketing efforts. These active, conscious older consumers have significant buying power and seek products that align with their lifestyle. Authenticity is crucial—your campaigns should resonate without resorting to stereotypes. Humor, simplicity, and inclusivity work well, especially outside the stereotypical. 

Tip: Develop campaigns that blend humour and nostalgia to create an emotional connection with this audience.

4. Mind-blowing in-store experiences

Consumers expect shopping to be entertaining and memorable. Physical stores must go beyond transactions, offering interactive and surprising experiences. Whether through gamification or partnerships with other brands and celebrities, retail really needs to become more exciting. Otherwise, why wouldn’t consumers just shop online?

Tip: Add interactive displays in stores, enabling customers to explore products in a digital "extra layer," such as engaging product-based games.

3. The Creator Economy keeps growing

The content creator economy is booming, with its global value projected to grow from $250 billion in 2024 to $480 billion by 2027. Collaborating with creators is key to forming authentic connections with your audience. Content agencies must integrate creators into their offerings to stay relevant, though CMOs may find direct partnerships even more effective.

Tip: Work closely with content creators to produce unique and authentic content alongside your team.

2. Don’t pick an agency—pick talent

While AI can take over repetitive tasks, human creativity remains essential for building distinctive brand strategies and deep consumer insights. The gap between agencies with and without top talent will widen, so investing in exceptional strategists and creatives is non-negotiable. As a CMO, ensure you’re aware of the calibre of talent within your chosen agency.

Tip: During pitches, request that strategists and creatives present their ideas themselves—talent recognises talent.

1. Write ‘Market Getter’ on the CEO’s door

Marketing is about getting the market—creating strategies and ideas that open doors and drive growth. The word marketing is literally derived from get market. With smart choices, well-thought-out strategies, and exceptional creativity, marketers can achieve remarkable outcomes. It’s challenging work but oooh so incredibly fun when it succeeds!

Tip: Go get them in 2025!

This piece was originally published on https://marketingreport.nl/buzz-jur-baart-fitzroy-25-shifts-waar-de-cmo-rekening-mee-moet-houden-deel-3/