It was a typical Glaswegian summer day (sunglasses and raincoats) as marketers from across Scotland gathered at The Social Hub for The Trendspotting Sessions 2025, hosted by The Marketing Society and expertly chaired by Rod Gillies.
This year’s theme – The Power of Tension – explored how the most purposeful, effective marketing doesn’t come from avoiding tension, but recognising it, embracing it, and responding to it with authenticity.
Session 1: Social and Cultural Norms in Advertising
The day opened with a compelling session on how to navigate evolving societal and cultural tensions in advertising. The brilliant team from the Diversity Standards Collective (whose work I’ll now be following closely!) delivered a standout presentation, reminding us that while not every brand needs to take on the world’s biggest issues, every brand has a responsibility to show up authentically - especially when speaking to underrepresented communities. Their focus on how these audiences experience and interact with brands in the context of their everyday lives was a welcome and much-needed shift in perspective - one that starts with listening, not assumptions
There were a few familiar groans as Gillette and Pepsi came up as well-worn examples of performative activism gone wrong. In contrast, Andrex’s campaign around bowel health was highlighted as a more grounded and effective example of authentic engagement. One sharp insight from Bright Signals’ Vic Milne really stayed with me: how does John Lewis avoid similar criticism when leaning into emotional and societal themes? For a brand that, until recently, seemed singularly focused on “making people cry,” their work tackling issues like loneliness in older people is rarely viewed with cynicism. It’s a powerful reflection on the value of brand equity and the importance of having true ‘permission to play.’ A useful provocation for any marketer: does our brand have the right to be in this space, and why?
Session 2: Trust, Tension and Taking Risks Together
Next up was a rich discussion on a different kind of tension – the internal kind. A panel of client-agency duos, including Dave King (StudioLR) with Jaclyn McKie (Isle of Arran Distillers), and Robbie Hurst (MadeBrave) with Christina MacLennan (IKEA for Business), explored how to push boundaries while maintaining strategic alignment. They shared relatable experiences of stakeholder resistance to the words “brave” or “bold,” especially when those stakeholders sit outside the marketing world.
The key takeaway? Bravery isn’t a leap, it’s a journey. When teams collaborate from the outset, with a shared ambition and a clear purpose, bold ideas stop feeling risky and start looking like common sense. And when all else fails, pull out Peter Field’s The Extraordinary Cost of Dull report – a powerful tool that’s no doubt been used by many already to convince cautious C-suite types that playing it safe might actually be the riskiest move of all.
Session 3: Brand Strategy and Optimism
The final session of the day turned our attention to the interplay between tension and optimism in brand strategy, and the crucial role emotional intelligence plays in getting that balance right. Industry veteran Mark Geary and Frame’s Ross Macdonald shared thoughtful reflections on how brand promises resonate more deeply when delivered with empathy and humanity.
Ross also offered a welcome reminder that 80% of people are inherently optimistic - a surprisingly uplifting stat in a world where the news cycle is often dominated by crisis and conflict. It sparked discussion around the idea that, despite how it might feel, the world is making progress - a hopeful note to end the day on.
My old gaffer, NatWest’s Gill Wylie, joined the final panel with typically sharp and insightful contributions, helping round off the day. I left with a powerful reminder that great marketing doesn’t just challenge, it connects, inspires, and uplifts.
Overall, the day offered a thoughtful deep dive into the messy, brilliant business of making work that matters in a room full of curious and committed marketers.
