The LEAD 2025 summit was a powerful reminder of the UK advertising industry’s scale, influence, and responsibility in shaping the future. From ensuring access to talent, maintaining trust in an era of misinformation, and leveraging AI to fuel creativity and facilitate efficiency, the conversations were rich with insight. Here are three key themes from the day, collected by our Client Managing Director, Jane Power.
1. Access, Talent & Scale
Sir Chris Bryant MP spoke (and briefly, sang) about the UK advertising industry’s contribution to the economy and its reputation for world-class creativity. However, for the industry to sustain its success, it must continue to break down barriers to entry. A diverse and talented workforce is critical, especially as media, data, and technology become increasingly complex. The move from measuring outputs to outcomes has resulted in “an arms race for data science talent” to quantify and deliver the most impactful results at scale. Investing in programmes, initiatives and mentorships are key drivers in nurturing the next generation of talent. At Medialab, we have been proud sponsors of WYK Digital (‘What You Know’), a not-for profit social enterprise, dedicated to breaking down barriers and opening doors to careers in digital marketing for young people from all backgrounds. Through this partnership, we have co-launched their inaugural early-careers programme, LEAP – 10-weeks of essential skills training which provides the foundations needed to set young talent up for success and thrive in the industry.
2. Truth, Trump & Trust
Against a backdrop of major political changes, a panel of political journalists discussed the challenges of reporting in a world where unverified claims spread faster than facts. There is a widening gap between the accountability of traditional news sources and the unregulated nature of social media, where opinion is often disguised as fact. For advertisers, this presents both a challenge and an opportunity: investing in quality journalism ensures important topics are covered responsibly, while platform selection and adhering to certain provisions remains key to maintaining brand safety. Representatives from Meta, TikTok, and Google outlined their efforts to protect user safety and brand reputation. But as platforms continue to evolve, advertisers must remain vigilant about where their messages appear. We are proud to say that Medialab takes an agnostic approach to planning, ensuring our client partners have full control over where their ads are placed to best reach their audience. Striking the right balance between scale, relevance, and brand safety is crucial, and we empower brands with the tools and insights needed to navigate this complex landscape with confidence.
3. AI, AI, AI
Artificial Intelligence was a dominant theme throughout the summit, with discussions focusing on its role in enhancing productivity, personalisation, and creativity. Cadburys and Virgin showcased impressive AI-driven campaigns that delivered personalised content at scale – something that wouldn’t have been possible without machine learning. However, they also emphasised the importance of human oversight, ensuring robust risk assessment takes place so that AI is used ethically and effectively.
The broader takeaway? AI is not here to replace human ingenuity but to amplify it. It can be easy to focus on the threat AI can pose but as Paul Roetzer (founder and CEO of Marketing Artificial Intelligence Institute) simply puts:
“AI won’t replace marketers, but marketers who use AI will replace those who don’t.”
When used correctly, and ethically, it permits focus on high-value tasks while automating the more time-consuming aspects of campaign execution and reporting. Already integrated in Medialab’s culture and operations, we’re embracing AI to optimise efficiency and allow us to deliver an even better service to our clients.
Final Thoughts
The LEAD 2025 summit reinforced that the UK advertising industry is in a strong position for continued growth – driven by creativity, measurement, and AI. However, the real differentiator remains people. By fostering access to opportunities, maintaining trust, and leveraging AI responsibly, the industry can ensure a future that balances technological advancement with human craft and ingenuity.
At Medialab, we are committed to staying at the forefront of these developments, championing creativity, accountability, and innovation to drive the best outcomes as a formula for growth for our client partners.
