The 2025 BAM Marketing Congress was: a notebook full of insights, a fresh dose of inspiration, and a strong reminder that the core of marketing is, and always will be, profoundly human.
From behavioural economics to media strategy, leadership lessons and brand building, the day offered perspectives that challenged how we think, not just what we do.
Here are the reflections that stayed with me from Day 1, the 4th of December.
Rory Sutherland: “Sell how we think, not what we do.”
Rory opened the congress with a powerful call to rethink how we approach problems.
He reminded us that great marketing isn’t about copying what works in our category, but about reframing how we see challenges and borrowing ideas from unexpected places.
He also addressed the ongoing tension between finance and marketing: the efficiency mindset versus the opportunity mindset. Too often, the former wins by default.
- “We’ve let finance hold us responsible for the costs of out-of-the box ideas”
A reminder I needed: creativity and experimentation deserve their place at the table - long-term value cannot always be measured quarterly.
Ann Wauters: Leadership rooted in trust, belonging and courage
Ann Wauters delivered one of those keynotes that stays with you long after you’ve left the room.
Her message felt incredibly relevant, both as a leader and as someone who cares deeply about team dynamics:
- Trust is the foundation of any winning team - especially under pressure.
- Belonging creates energy. People perform better when they feel recognised.
- Courage to pivot is essential - your fundamentals guide you.
- Every individual contributes, not only the top performers.
- Energy flows through teams. Some lift the group; others drain it.
One quote I won’t forget:
- “Nothing is impossible. The word itself says: I’m possible.”
And her acronym WIN - What’s Important Now - is a mindset I’m taking into 2026.
Christian Van Thillo: Media, local identity & the fight for relevance
Christian Van Thillo offered a clear-eyed view on where media is heading, and the numbers were striking:
- TV still relies 80% on advertising; radio 100% — and remains a hidden jewel.
- Big Tech now controls 70% of the digital advertising market (vs 57% in 2016).
He emphasised the urgent need for new digital skills, mobile-first journalism and genuine reinvention.
But what stayed with me most was his focus on local identity, trust and societal value:
- Local media matter because they provide safety, identity, impact and trust.
- We lost ground by focusing too much on ROI.
- The future depends on collaboration and strengthening a local ecosystem rather than relying solely on global tech platforms.
A reminder that advertisers, agencies and publishers all have a role in safeguarding diversity and quality in local media.
Nicola Tillin (WARC): Brand drives performance
Nicola’s keynote brought the numbers behind what many marketers feel intuitively:
- 95–5 rule: 95% of people aren’t thinking about your brand today
- The most successful brands invest 40–60% in brand marketing.
- Search has a natural ceiling (~25%) — performance alone cannot unlock growth.
The strongest brands deliver the strongest performance by combining branding and performance.
Her advice was practical: build broad, adaptable platforms and inject brand thinking into performance. The McDonald’s example showcased how powerful that approach can be.
More details on her keynote in the must read “The Multiplier Effect Report” of WARC.
Unicorns: Culture isn’t a poster - it’s your strategy
The Unicorns talk brought a refreshing focus on people and culture. Two ideas I’m keeping:
- “Hire for attitude, train for skills.”
- “Make your culture explicit - people need to know what they belong to.”
Culture isn’t soft. It’s strategic infrastructure.
Average Rob: Identity, pride and daring to evolve
Average Rob brought humour, storytelling and a surprising amount of inspiration. His message was simple but powerful: embrace what makes you unique, and don’t be afraid to evolve.
- Why stay a Charmander if you can become a Charizard?
A playful line — but a perfect metaphor for creativity and ambition.
Tom Fishburne: Humour reveals the truths we don’t dare say out loud
Tom Fishburne, the Marketoonist, closed the day with humour that cut straight through the industry’s contradictions.
Two quotes stayed with me:
- “If you’re not meaningfully unique, you better be cheap.”
- “Marketing is too important to be left alone to the marketing department.”
His cartoons strip marketing down to its bare truths - sometimes painfully accurate, often hilarious.
Final thoughts: Technology accelerates, but meaning stays human
If there was one overarching theme across the congress, it’s this:
Marketing evolves, tools change, channels shift — but the essence is human.
Trust. Creativity. Energy. Identity. Belonging. Authenticity.
These aren’t “nice-to-have” qualities. They’re the foundation of meaningful, effective marketing.
I left BAM with energy, clarity, and a renewed desire to rethink not just what we do in this industry, but how we think.
See you next year!
Justine Cremer
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