Decoding the Future

Following the global launch of our Future 100: 2025 report, more than 100 people joined VML France’s VIP event at the WPP Campus for a bespoke presentation led by our strategic planning team. A focus on key trends included "Chaos Packaging" and "Aspirational Aging" while learning about Delulu culture and GenZ "Manifesting." Marketing leaders who shared their POV were Thomas Boutte, Head of Communication AXA France; Cynthia Riblet, Marketing Director of Lesieur; and Patrick Suter, Chief Digital Officer Valentino Beauty, L'Oréal.

From Wasabi cocktails to a Mocha Cube dessert inspired by the Pantone Colour of the Year, our Future 100 event in London was a feast for the senses. Led by Marie Stafford, Global Director of VML Intelligence and co-author of our Future 100 report, and Pip Hulbert, CEO of VML UK, a full house heard how technology is redefining human potential, how creativity is empowering new audiences, and how brands can bring our Future 100 trends to life for consumers in ways that feel authentic, engaging and accessible.

At VML New York’s Future 100 launch event, it was an experiential deep dive into trends from the report as mentalist Kevin Li wowed the crowd with his mind-blowing telepathic skills and attendees created their own AI-curated, personalized scent design. Emma Chiu, Global Director, VML Intelligence, and Audrey Melofchik, Global Chief Brand Experience Officer, joined by clients from Coca-Cola and Unilever, explored trends and technologies from The Future 100 that will most impact the marketplace in the year ahead.

From "Dark Matter" and "Mid-Life Consumerism" to "Chaos Packaging" and "The Curator Economy," it was an eclectic journey as our Brisbane office welcomed clients and partners to explore the Future 100. This year, for the first time ever the report used data fielded in Australia. Big thanks to our presenters and resident futurists Andrew Kolb, Head of Strategy, VML Brisbane & Perth, and Alison Tilling, Chief Strategy Officer, Australia & New Zealand, for bringing the report to life and capturing the mood of Australians, their cost of living concerns and views on wellbeing and personal development.

“If Nando’s and Fanta Zero had a baby, what would it taste like?” This was just one of the questions posed by VML Perth leadership Barry Walker and Andrew Kolb at the agency’s Future 100 2025 trend report launch. In an entertaining “brekky” session, Walker, VML Perth’s Head of Business Transformation and Managing Partner, and Kolb, VML Brisbane and Perth Head of Strategy, presented a curated selection of VML’s Future 100, going in depth on trends from the report including “Reality Shift,” Mid-Life Consumerism,” “Otherhood,” “Social Prescription,” “Humble Branding,” “Grief Tech” and more.

VML Belgium welcomed an eager audience of clients and partners for an exclusive presentation of our Future 100 report – revealing the trends that will redefine how we live, work and create in 2025 and beyond. VML Belgium leaders Denis Ghys, Chief Client Officer, and Delphine Geyskens, Growth & Marketing Manager, kicked off with the most exciting and fascinating trends of the year, joined by Bas Korsten, Global Chief Creative Officer Innovation & EMEA CCO, sharing his take on the intersection of human creativity and AI that’s driving transformation across our industry.

Held across two inspiring mornings at WPP Campuses in Milan and Rome, VML Italy leaders welcomed clients and partners for a wide-ranging presentation of VML’s Future 100 report on the top trends of 2025. Led by Francesco Lucchetta, Chief Strategy Officer, Marco Bandini, Chief Transformation Officer, and Matteo Bellisario, Chief Growth Officer, our VML Italy team shared insights and best cases on how brands will communicate, innovate and connect with consumers in the year ahead.

VML had another great Future 100 activation in Oz. Our Sydney team hosted 100 of our clients for a discussion on top trends in the report – from Grief Tech to Soft Power and Circadian Snacking, it was all covered. Where are people and brands going? Thanks to Strategy Directors Katie Chatfield and Adam Proctor, VML Sydney; Johan Borg, Chief Growth Officer, VML AUNZ; and Zac Kraemer, Director, Marketing & Communications, VML AUNZ, Aussie clients have the inside scoop on the year ahead.

Our Lisbon team welcomed Marie Stafford, Global Director of VML Intelligence and co-author of the Future 100, for an exclusive presentation of the key trends revealed in this year’s report. “Consumers are cutting costs and prioritizing spending on health and well-being in search of some balance,” said Marie. She was joined by Tito Santana, Head of Social at VML Lisbon, who explored trends that will impact social networks, including Digital Simplicity, Social Hobby Apps and Brand Fandoms.

At the Athens Conservatoire, our VML Greece team welcomed clients, new business prospects and industry colleagues to their first Future 100 event hosted by Marie Stafford, Global Director of VML Intelligence. Highlights included a collaboration with VML UK Creative Technology on AI depicting human existence in new tech realities, AI-powered insights for attendees based on Future 100 trends that match their personality and industry, and a spectacular drone show to inspire the crowd.

More than 60 clients joined by industry colleagues and friends of VML were treated to a vibrant and dynamic presentation of our Future 100 report at VML Colombia's LATAM launch event. Special thanks to Naomi Troni, our Global Chief Marketing Officer, who attended from New York, as well as Carolina Mejia, Luis F. Dugand and Jose Ocampo, Strategic Leaders in LATAM, who led a fascinating discussion on futures design and VML’s 'Future Making Lab’ that enables clients to visualize, design and implement scenarios for growth.