As 2024 comes to an end, strategy reached out to marketers to take stock of which trends and innovations had created the most change in the marketing industry this past year, and where the industry is moving, looking forward to 2025. Katherine Bond-Debicki, chief marketing officer at KFC Canada, is the first brand leader in our end-of-year series. For the first part, where we interviewed the Terry Fox Foundation’s Denise Dias, click here. Check back for more every day this week.

If you, or the industry, could go back and re-do one thing in 2024, what would it be?

In 2024, the marketing industry became more data-driven, with an emphasis on short-term performance. If we could redo one thing, it would be to better balance data with creativity. While data and AI will continue to transform the industry, the real opportunity lies in using these tools not just for optimization but to gain deep insights that guide strategic decisions. By harmonizing creativity and data, brands can differentiate themselves and create stronger, more engaging experiences that drive long-term value.

What did you observe as being one of the more surprising events, trends, shifts or demands over the last year?

One of the most striking trends over the last year has been the pressure on brands to deliver more value as consumers’ spending power shrinks. Despite economic cutbacks, the experience economy continues to rise, pushing brands to elevate customer engagement in ways that were previously unthinkable during downturns. Marketers now face the dual challenge of enhancing brand experience while offering greater value. To succeed, they must align their business models with core brand values, prioritizing customer-centric strategies that meet new expectations for personalized, immersive experiences.

If you could bet on the next big marketing opportunity for brands in 2025 – what would it be?

In 2025, AI-driven tools and data will continue to dominate, but the real opportunity for brands will lie in their ability to leverage these technologies in service of a clear, differentiated brand strategy. Marketers must avoid the temptation to rely solely on AI for automation and optimization, as this could lead to a “race to the middle,” where brands become indistinguishable from one another. The key will be using AI not just for efficiency but to deeply understand consumer needs and create unique, personalized experiences that reinforce brand identity and drive long-term loyalty.