Manifest's year-ender series continues into 2025. During December, advertising, marketing and media leaders were sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

As we enter 2025, we continue our series with Viren Sean Noronha, co-founder, the New Thing. 

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The radical evolution of moment marketing. What was once an accessory tactic is now the most powerful brand love builder in my playbook, without question. Building campaigns on the back of real-time cultural moments not only spikes engagement but also deepens a brand-audience relationship. A look back at the most talked about campaigns this year is all the proof you need. More brands need to realise that, at the heart of it, social has only ever been about creating moments with your audience or being a part of moments with them.

What is the one thing you're manifesting for yourself and for the industry you operate in for 2025?

For myself, I manifest that The New Thing will cement its reputation for nurturing the best creator talent in the industry. Creative people can change the world, and I’m committed to starting with our industry. For the industry, I manifest a shift in power- decision-makers on the brand side should emerge from the internet, not just B-schools. Creators who understand the pulse of digital culture must shape strategy. We have brought a new breed of agency; now it’s time for a new breed of client.