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 Prathap Suthan, managing partner and chief creative officer, Bang In The Middle.

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

AI was undoubtedly the defining force in advertising this year. Its transformative impact on creative processes, strategy, and execution was impossible to ignore. What began as a tool for efficiency quickly evolved into a partner for creativity. AI now writes, edits, analyses, draws, creates, shoots, and even predicts outcomes, turning campaigns into data-driven masterpieces.

But alongside this progress came challenges. The question of authenticity loomed large—how do we ensure the work retains the human spark that connects audiences to brands? AI has shown us what it can do in 2024, but as we move forward, the industry must decide where to draw the line between augmentation and replacement.

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

For 2025, I’m manifesting a louder, stronger voice for small and independent agencies. These agencies represent the soul of advertising—nimble, creative, and deeply personal in their approach. Yet, they often face unfair battles: undervalued fees, unrealistic timelines, a lack of respect for the thinking they bring, and the constant threat of being treated as vendors rather than partners.

It’s time we protect what’s worth fighting for in this industry: fair compensation for our minds, pride in our craft, and the value of time and thoughtfulness in the work we create. We need to shift the narrative from commoditising creativity to recognising it as the foundation of every brand’s success. In 2025, I want to see independent agencies not just survive but thrive, proving that quality and thoughtfulness always outweigh volume and speed.

Let’s reclaim respect, sensitivity, and sensibility in advertising—for the agencies, the people, and the industry we love.