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The pace at which culture evolves and influences brands is faster than ever, according to Steve Stoute. And it is spurred on evermore by social media allowing cultural moments to shift public perception almost instantly.

“In 2025, the brands that succeed will be the ones that adapt quickly to these cultural changes and maintain relevance,” says Steve, founder of Translation and UnitedMasters. “Staying static in a dynamic world just won’t work anymore.”

This ever-evolving vortex of public opinion is having a knock-on effect on the advertising industry’s creative end product. For Steve, creativity isn’t always valued as much as it should be - too often he sees campaigns that “miss the mark” because they lack what he sees as cultural connection and authenticity. “But I’m optimistic,” he adds. “As we move forward, I see more brands and agencies recognising the importance of genuine partnerships with cultural influencers. The key is for these collaborations to reflect real shared values and aspirations, not just transactional deals.”

The responsibility, naturally, also falls on the shoulders of agencies and their leaders. They have to evolve, says Steve, for too many in his opinion still rely on “outdated and hollow marketing campaigns”. At Translation and UnitedMasters, he says the teams have built their success on embracing deeper cultural understanding and creating space for “authentic, soul-driven work,” he says. “Agencies that empower their teams to connect with culture on a meaningful level will lead the way.”

Steve also points to mergers between some of advertising’s biggest players, namely the recent coalescence of Omnicom and IPG, as potential reshapers of the industry landscape. That’s only possible, in his eyes, if they’re used as opportunities to foster innovation rather than consolidate resources. “What concerns me is the possibility of creativity getting lost in the shuffle,” he says. “Bigger isn’t always better if it means sacrificing agility, cultural connection, or the ability to move quickly in response to cultural shifts. Agencies that are part of these mergers need to think beyond scale and focus on leveraging their combined talent and resources to deliver creative solutions that resonate with today’s audiences.”

As the founder of UnitedMasters, a music distributor that allows musicians to sell their music online for branded use, and as the former EVP of Interscope Geffen A&M Records and president of urban music at Sony Music, it would be remiss of Little Black Book to not pick Steve’s brains on the relationship between advertising and music in 2025. “Music has always been a driving force in culture, and that’s not going to change,” he says. “With UnitedMasters, I’ve seen firsthand how music can shape brand perception and create cultural impact. In 2025, I think the relationship between music and advertising will be even stronger. Brands that can authentically align themselves with music will find powerful ways to connect with their audiences.”

Overall, Steve is feeling optimistic about the opportunities for brands and agencies in 2025 to harness cultural moments and influencers in a way that feels authentic. “The industry is getting better at recognising that speed and relevance are critical,” he says. “I see it all the time at Translation – the brands that advance in a meaningful way are the ones most in-touch with culture. Brands that act quickly and meaningfully will stand out, and that excites me.

“Acceleration of cultural influence will take a meaningful step forward in 2025,” adds Steve. “This year, the brands that win will be the ones that not only keep up but anticipate cultural shifts. Agility and authenticity will separate the leaders from the rest. If you’re not deeply connected to culture, you’ll struggle to stay relevant in this fast-moving landscape.”

When it comes to his vision of what makes for compelling creative work in 2025, Steve leans on the common thread of our chat: cultural relevance. “Compelling creative work is all about authenticity and cultural connection. It has to feel real, not forced. Too much traditional advertising lacks soul – it’s not rooted in anything people actually care about. When you create something that truly resonates with culture, it has the power to make an impact and stay relevant.”