Greetings, marketers, both old and new
Here’s a 2025 year-end review.
The best-known holiday poem is generally considered to be Clement Moore’s “A Visit from St. Nicholas.” You know, the “’Twas the night before Christmas and all through the house. . .” one. And popular as it is, there’s another I look forward to.
Each December, nestled among snow-dusted ads for wool sweaters, perfumes, and luxury watches, there’s “Greetings, Friends!” – the New Yorker’s charming year-end tradition. Launched in 1932 by Frank Sullivan and later carried on by Roger Angell and now Ian Frazier, it’s a holiday rhyme that nods to the news, salutes the culture, and name-drops notables. Some years it’s playful, some years biting, but always clever and always captures the names and zeitgeist of the year.
So, in that same spirit, I offer a brand-new spin for the brand-obsessed among us: a holiday poem not for personages, performers, and politicians, but for campaigns, creatives, and consumers. A reflection on what marketing gave us in 2025 – from dazzling and delightful to baffling and bizarre. A year-end toast to billboards and taglines, to loyalty points and pop-up shops, to influencers and the infinitely scrollable. In short: a roundup poem for the people who made people buying things feel magical.
Greetings, marketers, both old and new
Here’s a 2025 year-end review.
As the holidays near and the year starts to close,
Let’s revisit the stories that marketing chose.
From bold brand campaigns to AI’s spark,
Here’s what lit up the year and left its mark.
Loyalty deepened where trust was earned,With values and vibes the audiences learned.
Glossier went so very red,
Black Cherry gloss turned every head.
Duolingo’s Mandarin lessons went viral,
With TikToks and memes in a language revival.
Doritos revived its fan-fueled fame,
“Crash the Bowl” returned to the big game.
Hailey’s Rhode went retro, oh so sly,
With ‘90s nostalgia riding high.
Horizon shopped in a spree for growth,
Tech and influence – they wanted both.
CX took center stage, clear and bright,
With brands chasing hearts more than clicks overnight.
Then there was a royal jam switch:
Meghan’s “As Ever” made preserves quite rich.
AI took stage with pencils and flux,
Marketing magic, minus the bucks.
Culture-led branding began to surge,
With times that made content and culture merge.
Come Spring’s bloom, Zendaya took flight,
On Cloudzone kicks through dreamy night.
Beyoncé’s jeans made Levi’s shine,
Refrigerator-cool and Americana divine.
Tariffs returned, reshaping the game,
Global brands braced for supply chain flame.
Billie posters begged, “Go ahead, sniff,”
Experiential marketing caught in a whiff.
Dyson teased us with brow-styling air
An April Fool with high-tech flair.
Then the luxury brands made a scene,
Bottega’s craft was crisp and clean.
Jacquemus played with pastels and wit,
Mocking excess with effortless skit.
Zara turned fifty with Meisel’s grace,
Supermodels framed its timeless face.
Teads and Outbrain took Cannes by storm,
Merging media into AI form.
By Summer, Uber ads bought you a ride,
Branded journeys, prestige applied.
WPP prepped for a leadership switch,
While Publicis surged, fast and rich.
Luxury doubled down on old-world skill,
Craft became cachet, not just goodwill.
Mars sought to stack Pringles in its cart,
But Europe cried “Antitrust!” and pulled it apart.
Kraft Heinz declared dyes would be laid to rest,
By 2027, Jell-O’s colors would be the “best.”
Krispy Kreme and McDonald’s split – no longer sweet,
Costs made donuts too pricey to meet.
Chevron claimed Hess after courts gave the nod,
A Guyana prize won, shareholders applaud.
Mercedes dropped Hamm, brought Lucy Liu through,
A sleek new voice for a car line new.
Paramount and Skydance sealed $8B deal,
The FCC blessed it – though problematic some feel.
Colbert’s Late Show was canceled, his voice denied,
After railing that Trump’s CBS settlement was a “big, fat bribe.”
In Europe, Kodak saw its old glow return,
The brand found fans where nostalgia burns.
Del Monte stumbled, debts made it fall,
Bankruptcy echoed through fruits canned for all.
Astronomer puzzled, then thought it right,
To hire Gwyneth Paltrow to sponsor the night.
Sydney Sweeney’s campaign drew fury and cries,
Accused of white myths dressed in denim’s disguise.
And MSNBC, with a name disavowed,
Shed its old skin, and calls itself MS NOW.
Cracker Barrel swapped its sign, then swiftly turned it back,
Heritage runs really deep, and nostalgia guards the track.
ABC benched Kimmel, his jokes drew fierce debate,
Yet days later unsuspended he was back to his late-night fate.
Newsmax sued Fox, in claims of market might,
Antitrust and cable wars played out in public sight.
Lavazza brewed momentum on US Open courts,
Serving New York tennis crowds with coffee-fueled support.
Gap turned to K-pop, and Katseye led the show,
Gen Z sang along with them, and denim sales did grow.
Google let users scroll ads away,
Then sold subscriptions to make them stay.
TikTok and Insta made shopping a real show,
Where every creator can sell what they truly know.
Adobe’s Foundry let brands create art,
AI from their assets — a start that’s smart.
Search data’s wobbling, reports cause distrust,
Marketers wonder which metrics to trust.
Nike met SKIMS and adidas met flair,
With collabs that say, “culture lives right here.”
Generative AI took center stage,
Crafting campaigns in this digital age.
The angels returned, the lights ignite,
Victoria’s Secret reclaimed the night.
“Experience over broadcast” rings real clear,
Immersion and story drive how we steer.
X saw its ad revenue fade from the chart,
A cautionary tale for brands losing heart.
Walmart built WhoKnewVille’s cheer, a Seussian world in festive light;
Bright Whos and whimsy spread across screens morning, noon, and night.
Target’s Kris K. made his return – the holiday icon fans adore;
A charismatic “Hot Santa” guide through every aisle and store.
Coca-Cola revived its trucks with AI magic in their glow;
“Holidays Are Coming” again lit up the winter snow.
Ocean Spray warned of Cranpus, a quirky cranberry delight;
A playful twist on holiday lore with laughter taking flight.
And Lego asked families everywhere: “Is It Play You’re Looking For?”
Inviting imaginations wide to gather and create once more.
Black Friday soared to new heights, $11.8 billion in play;
Up 9% from last year’s mark, and retail ruled the day.
But retailers leaned toward e-com’s pull as store lines slowly thinned;
The holiday rush lived on the web where most purchases begin.
Cyber Monday followed strong, $9.1 billion in its climb;
A 4.5% increase, with deals dropped right on time.
Shoppers turned to phones for deals, mobile carts became the norm;
BNPL sweetened the path, a flexible financing form.
AI tools steered shoppers’ clicks, boosting traffic in ways brand-new;
Chat and search assistants rose, guiding buyers’ browsing through.
And that’s the year, from 1st of January thru December’s crest,
Where brands, marketers, and consumers all tried to do their best.
So, a toast to friends, both far and near.
We’ve made it through another year!
Of marketing and campaigns so very bold,
Of brands in pixels, in craft, and gold.
May your loyalty grow, and your insights be clear,
And your ROI rise each quarter of the year.
So, from Cannes to LA, let’s raise a cheer
Happy Holidays to all and a brave New Year!
Photo by Pierre-Etienne Vilbert on Unsplash
