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 Neel Jadhav, vice president, marketing and growth, Katonic.ai.

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

The resurgence of fundamentals in marketing has been the most significant shift I've observed in 2024. With economic uncertainties and layoffs across sectors, marketers are going back to basics - focusing on what actually drives business results rather than chasing the next shiny trend. Companies are realising that sustainable growth comes from: 

- Actually, solving customer problems
- Building genuine trust with communities
- Creating real value before asking for business
- Measuring what matters, not just what's measurable

We're seeing a shift from 'viral marketing at any cost' to 'valuable marketing that costs less'. Marketing teams are being asked hard questions about ROI, and that's actually a good thing. The most successful campaigns this year weren't necessarily the ones with the biggest budgets or the latest tech - they were the ones that understood their audience's needs and addressed them authentically. It's a reminder that while tools and platforms will keep changing, the fundamental principle of marketing remains the same - understanding people and creating meaningful connections

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

For myself: To bridge more gaps. Coming from a small town and having worked across legacy brands to startups, I've seen how different perspectives enrich our work. I want to help create more opportunities for talent from tier 2 and 3 cities to contribute to cutting-edge marketing roles - whether remote or hybrid.

For the industry: A more inclusive and sustainable approach to marketing.

I hope to see: 
- Less pressure to be 'always on' and more focus on meaningful engagement
- Marketing budgets that prioritise long-term brand building over quick wins
- More diverse voices in leadership positions, bringing fresh perspectives
- Recognition that great ideas can come from anywhere, not just metros
- Marketing roles that don't demand sacrificing work-life balance 

The most powerful marketing doesn't come from burnout cultures or 24/7 availability - it comes from well-rested, inspired teams who have the space to think deeply and create meaningfully. 2025 should be the year where we finally accept that sustainable growth and human-centric workplaces aren't just nice-to-haves - they're business imperatives.