Last year, I attended a PR workshop where one of the guest panellists was a journalist for a national title. She was walking through some of the more ‘creative’ pitches that filled her inbox, including one which featured a hypnotist's swinging watch made entirely out of punctuation marks.

I recently spent the weekend watching the Chinese Grand Prix - something I’ve become slightly obsessed with thanks to Drive to Survive - and it got me thinking: F1 isn’t worlds apart from B2B PR. Yes, one is a high-speed, adrenaline-fueled motorsport, with champagne showers, while the other… isn’t. But if you look under the hood (ahem, excuse the pun), the two have a lot in common.

In the fast-paced world of B2B PR, staying ahead of trends and efficiently managing communication strategies has always been a challenge. But with the rise of artificial intelligence (AI), we now have access to powerful tools that streamline our work, enhance decision-making, and create more impactful campaigns. 

As UK ad spend increased at the end of 2024, this year is shaping up to be prosperous, with a renewed sense of optimism. So as adtech companies look to stand out from their competitors, what are some of the threats and opportunities they may face in 2025, and how can they best market themselves?