Marketing Week highlights key quotes from 2025 that reflect shifting perspectives in the industry. Yves Briantais, CMO of Carlsberg, emphasizes that marketing's purpose is not merely to create ads but to drive growth. He urges marketers to understand their company’s financial dynamics, arguing that real impact comes from engaging with all elements of the marketing mix, not just promotions. This aligns with findings from a Career & Salary Survey indicating that many marketers feel confined to communication roles, which limits their potential influence on overall business performance. Margaret Jobling of NatWest Group critiques the obsession with constantly creating new ads, suggesting that successful campaigns can be reused effectively. Evidence shows that re-running ads can yield better long-term brand recognition, as seen with Amazon’s Christmas campaign and Cadbury’s Secret Santa promotions. Jennifer English from Johnnie Walker stresses the importance of pricing power as a measure of brand success, noting that while many marketers recognize strong brands can command higher prices, practical implementation remains a challenge for most. Fernando Fernandez, CEO of Unilever, tackles consumer skepticism towards big brands by advocating for increased collaboration with influencers to build trust. His statement reflects a broader industry trend where brands are acknowledging the need to adapt their communication strategies. Nishma Patel Robb addresses the prevalence of imposter syndrome among marketers, highlighting the pressure to master diverse skills in an ambiguous success landscape. Alistair Macrow, formerly of McDonald's, argues that marketing can significantly influence a company's trajectory, not just in sales but in overall energy and culture. Lastly, Jo McClintock from Trainline champions the role of marketers as proactive strategists, urging them to embrace their role in shaping business direction.