Written by Sophie Babic 

Best 

1. The AI takeover: Throughout the year, AI has dominated headlines and reshaped industries, becoming the big issue we couldn’t ignore. At the HumAIn conference we attended, one speaker captured the mood perfectly: “AI didn’t unlock creativity. It exposed who had it.”

Brands quickly seized the moment. Heinz’s What Ketchup Looks Like to AI campaign is a standout example. The campaign turned earned media into art, sparking conversation and advocacy across social channels. AI has now become central to brand visibility, discoverability, comms and advocacy efforts. 

2. Sydney feels brand new: Destination NSW’s second installment of the Feel New campaign set a new standard for tourism ads, and creative more broadly. Moving away from clichéd Aussie items, it delivered an authentic, emotive story showcasing real experiences visitors seek. It’s a masterclass in understanding audience motivations and refreshing a brand narrative.

3. Brands ace activations: This year we saw the return of outdoor pop-ups and the Australian Open serves as a brilliant example. Bondi Sands kept crowds sun-safe, Mecca brought beauty into the sporting arena, and a series of premium outdoor bars elevated the spectator experience. It was a showcase of how well-executed experiential marketing can create meaningful, memorable interactions.

4. Forging strategic partnerships: Over the years, our work has included supporting strategic partnerships for our clients. This year, we worked with Solahart on a significant announcement with Solar Victoria and the Victorian Government. In October, Solahart’s Smart Home Energy Project (SHEP) joined the Solar Victoria Residential Electrification Grants Program, offering homeowners rebates of up to $2,400 for clean‑energy upgrades. The integration reinforced the benefits of renewables while positioning solar as a desirable lifestyle choice. 

Earlier in the year, we also supported Solahart as part of an integration with Channel 9’s Holiday Home Makeover. IMPACT collaborated with the show, delivering a tailored media plan across social, digital, and broadcast, showcasing the true value of partnerships when done well.

5. Creatives in the driver seat: A standout moment this year was hearing our client, Oatly’s Chief Creative Officer, John Schoolcraft, challenge the room at Mumbrella360 with a bold idea: kill the marketing department. His message centred on stripping back outdated processes and putting creatives at the heart of brand-building. He shared how Oatly’s success comes from creative freedom, collaboration across teams, and authenticity, as seen in the ‘Support Your Local Oat Dealer’ campaign, which IMPACT helped bring to life through influencer and media activity.

6. The power of podcasts: With Australian podcast listenership growing 37 per cent in two years, we explored why audio continues to rise as one of the most effective, intimate communication channels. Clients, past and present, are tapping into this shift in 2025. We were thrilled when Grow My Money’s Pascale Helyar-Moray’s Dare To Be Rich podcast launched as an empowering extension of her Rich Woman, Poor Woman book, helping women build financial confidence through practical stories and advice. UNSW also introduced Novel Thinking, spotlighting acclaimed authors who are also alumni and staff. 

7. Content creators become more pivotal: Having worked with hundreds of creators over more than a decade, we’ve seen firsthand how their influence can shape public understanding. From UGC campaigns to brand storytelling, creators are no longer peripheral, they’re pivotal. We even saw this year’s federal budget lock-up invite content creators for the first time, a major shift away from the traditional media-only approach. While creators may not match legacy outlets in sheer audience size, their communities are highly engaged and deeply trusting, redefining how influence is built and how messages resonate in today’s media landscape. 

Worst 

1. Optus triple-zero outage: On 18 September, a routine firewall upgrade caused a network failure at Optus, leaving some Australian customers unable to contact emergency services. The incident triggered a formal investigation by the Australian Communications and Media Authority (ACMA), but the reputational damage deepened when it emerged that Optus failed to notify Telstra about the outage. It took nearly seven weeks for the telco to fully explain what happened, an example of how delayed transparency can compound a crisis. 

 2. Campaign faux paus: This year was particularly bad year for brands missing the mark, demonstrating that an idea means little if it doesn’t align with brand tone or audience expectations. For example, U.S. apparel label, American Eagle’s pun-driven campaign starring Sydney Sweeney, playing on “genes” vs “jeans”, was met with backlash for being tone-deaf and culturally insensitive. Earlier in the year, Nike pulled ads that it ran for the London marathon that used the phrase ‘never again’. The term is used to commemorate Holocaust remembrance, making us question the brands approval process.   

 3. BoM website blowout: The Bureau of Meteorology faced intense scrutiny when its website redesign, initially cited as costing $4.1M, was revealed to have ballooned to $96.5M. New CEO Stuart Minchin disclosed the real figure in an open letter just two weeks into his tenure. The discrepancy sparked a wave of public criticism and highlighted the importance of clarity and candour in communications. 

 4. Lessons learned in the race to the polls: In the lead-up to May’s federal election, 60 per cent of adults reported seeing misleading political content. Many lacked the time or skills to verify information, underscoring the growing need for trusted voices and authoritative messaging. As misinformation becomes more sophisticated, communicators are being pushed to rebuild credibility in new ways. We learned the importance of clearly defining the narrative and credibility for building trust. 

 5. Lipton’s Peach Panic: When Lipton posted that Peach Iced Tea was being discontinued, fans erupted. Comments poured in from confused and outraged customers rushing to stockpile their favourite flavour. The April Fools’ clue went largely unnoticed, forcing Lipton to clarify within 24 hours that Peach was “here to stay.” While the prank delivered huge reach and sales, it divided audiences, illustrating the fine line between clever and chaotic when it comes to branded humour.