Agencies to Watch in 2025: A Look at the Innovators Shaping the Future of Marketing

Code and Theory: Leading the AI Revolution in Customer Experience

New York-based Code and Theory, a key player in the Stagwell stable, isn't just riding the AI wave; they're at the forefront, defining what it means to be a "technology-first creative agency." Co-founder Dan Gardner envisions AI transforming customer experience (CX) to unprecedented levels, moving beyond simple chatbots to simulate real-time, human-like interactions. He believes this fusion of technology and creativity will unlock superior customer experiences.

Gardner highlights the critical need for CMOs, CIOs, and CTOs to collaborate closely, driven by the convergence of AI, data, and CX. He also predicts publishers will embrace technology to build sustainable futures, focusing on brand differentiation, data control, and AI integration to enhance storytelling.

For 2025, Code and Theory's ambitious plans include developing AI accelerators, expanding their global network, and specializing in key verticals to offer clients deep industry expertise.

"We made ourselves 'Client Zero' with AI," explains Gardner, underscoring their commitment to mastering AI before deploying it for clients.

In 2024, the agency delivered impressive work for clients like NBC, reimagining election coverage; the NFL, transforming their app into a dynamic fan experience; and Yeti, mapping hidden trails to make the outdoors more accessible.

Unlimited: Riding a Wave of New Business Success

Fresh off a string of impressive wins in 2024, Unlimited, now part of Accenture Song, is poised for a busy and fruitful 2025. Group CEO Chris Mellish acknowledges the industry's focus on AI, but emphasizes the importance of utilizing it strategically to drive efficiency and impact, rather than as a "lazy answer."

With momentum across its various brands, including TMW, Walnut Unlimited, Nelson Bostock, and Health Unlimited, Mellish anticipates further growth, highlighting their recent success in becoming McDonald's CRM agency of record.

From TMW's defiant campaign for the Suzuki Swift to their daring work for Pride in London, Unlimited's 2024 portfolio showcases a commitment to pushing creative boundaries.

Kraft Heinz: The In-House Agency Advantage

Kraft Heinz's in-house agency continues to demonstrate the power of intimate brand knowledge, consistently producing hit campaigns that resonate with consumers. Their secret sauce? Embracing "Culture Sparks" — unexpected moments that cut through the noise and create lasting impact.

The agency credits its growth and success to the close alignment between creative teams and brand strategy. This model allows them to not only answer briefs but to create them, keeping Kraft Heinz ahead of the curve.

From the nostalgic Napoleon Dynamite x Ore-Ida collaboration to the viral Dua Lipa pickle moment that inspired Claussen's "Just the Brine" launch, the agency consistently finds innovative ways to leverage brand equity.

Fight or Flight: Elevating B2B Creativity

Entering its fifth year, Fight or Flight continues its upward trajectory, driven by highly creative B2B campaigns. Co-founder David Woodward observes a growing alignment between brand and communications teams in B2B, leading to more engaging and memorable work.

In 2025, the agency plans to continue its aggressive expansion into new markets and sectors, including fintech and ESG, building on its success in the UK and North America.

Woodward highlights two impactful 2024 campaigns: the "CPR Bra" for St John Ambulance, raising awareness about CPR and closing the gender gap in training, and the creation of DoNnA, the world's first AI patient, for DrDoctor, to address the issue of missed hospital appointments.