Special Coverage: Marketing trends that defined Q1 and Q2 2025

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Marketing at 2025's halfway point July​ 8,​ 2025 The recent Fourth of July holiday gave marketers a rare moment to unwind and reflect on a year that so far has been anything but short on incident. Tariffs and global conflict kept decision-makers on their toes for the first six months of 2025 while the continued push for innovation and agility, including around generative artificial intelligence, dominated gatherings like Cannes Lions. A need to keep pace with bleeding-edge tech and fast-shifting consumer habits comes as many CMOs are contending with stagnant budgets, analysts say. Despite the familiar morass of uncertainty, brands found ways to break through. In this newsletter, Marketing Dive has curated a list of stories that examine the highs and lows of H1 2025, including a breakdown of the best campaigns and marketing activations, a look inside the minds of top marketers navigating the turbulence and data-driven analysis of the biggest industry trends. Understanding what worked in H1 could be key to unlocking the right strategy as H2 planning and execution get underway. As always, thanks for reading. Peter Adams Senior Reporter, Marketing Dive Email H1 NEWS AND TRENDS Credit: State Farm 7 successful marketing campaigns that met 2025's chaos with determination As marketers rushed to respond to new tariffs, outside-the-box brand refreshes, classic TV ads and other tactics helped set them apart. How CMOs tackled challenges in H1 2025 — and what they must do next Already beleaguered CMOs are being forced to be more agile than ever in the face of a new round of challenges like trade wars and artificial intelligence. Digital marketing statistics of 2025: H1 by the numbers As CMOs struggle to plan for the future, digital video may provide hope. Just did it: Women-focused Super Bowl LIX ads score as other marketers falter Nike's first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing. How generative AI's role will evolve in 2025 as marketers probe its utility The fast emergence of disruptors like DeepSeek could cater to marketers' desire for tech that produces concrete outcomes at lower costs.  What's next as Google keeps cookies amid challenges to its dominance The decision to not move forward with an opt-out option arose out of an "evolution" of the industry and regulatory environments, said a Google official. What marketers can expect as CTV and retail media converge in 2025 Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

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