All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Sambit Mohanty, creative head - North and South, McCann Worldgroup India.

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

The potent use of a social media space i.e. Twitter (X) by Elon Musk to ensure the comeback of Donald Trump as POTUS.

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

The usage of AI tools to create better, sharper work as opposed to quick content creation. Because as David Abbott said, ‘Shit that arrives at the speed of light is still shit.’