The Online Marketing Rockstars (OMR) festival in Hamburg is a key event for the digital marketing industry, drawing a vast and diverse crowd. After two days immersed in this dynamic environment, Nick Waters, Global CEO of Northern Europe at Making Science, reflected on the current state and future trajectory of digital marketing.

1. The Sheer Scale of Digital Marketing

OMR’s sheer scale is a spectacle in itself. It gathers everyone from industry giants to niche innovators and highlights the immense size and vitality of the digital marketing arena.

2. Navigating the Complex Vendor Landscape

The OMR exhibition floor can feel like a walk through the intricate LUMA Partners landscape. A plethora of vendors offer seemingly similar solutions: real-time insights for better decision-making, omnichannel attribution, data visualization, privacy solutions, and automated content creation. This raises a critical question for brands: How much real differentiation exists, and how can they identify the solutions that truly deliver unique value?

3. The Indispensable Role of Human Expertise

These observations underscore a crucial point: In an increasingly automated world, expert advisors are more important than ever. At Making Science, we believe that smart humans, with their strategic thinking, creative insight, and nuanced understanding, are the true differentiators in helping brands navigate this complexity and achieve their business goals.

4. The AI Tsunami is Here

Artificial intelligence is no longer a future trend; it’s a present reality, poised to disrupt the entire marketing services ecosystem. An “AI tsunami” is on the horizon, and businesses that are unprepared or underprepared risk being swept aside by its transformative power.

5. The Evolving Definition of Commerce

OMR showcased a strong emphasis on “commerce” related offerings, yet the discussion around “retail media” seemed relatively muted. This prompts questions about whether the concept of “retail media” is being repackaged, redefined, or integrated into a broader commerce narrative.

6. The Untapped Potential of Streaming TV

Streaming TV’s commercial presence in Europe still lags behind its adoption in the US, suggesting a significant growth opportunity. As viewing habits continue to shift, this channel is poised to become an increasingly important component of the marketing mix.

7. Agency Presence and the Question of ROI

The limited presence of traditional agencies at OMR is a notable observation. The high cost of participation likely leads to a critical evaluation of return on investment, forcing agencies to prioritize their event strategies.

8. The Inevitable Amplification of the AI Conversation

Looking ahead, Waters predicts that the focus on AI will only intensify. The “AI noise” will be even louder at upcoming events like Cannes and reach a crescendo at OMR 2026, demanding that the industry move beyond hype to practical application.

Conclusion: Embracing Change and Prioritizing Expertise

OMR 2025 served as a powerful reminder of the dynamic and rapidly evolving nature of digital marketing. As Nick Waters’ reflections highlight, the industry faces both immense opportunities and significant challenges. At Making Science, we believe that success in this environment requires a combination of embracing technological innovation, particularly in AI, and prioritizing human expertise. By staying ahead of the curve and providing our clients with strategic guidance, we empower them to navigate complexity, capitalize on emerging trends, and achieve sustainable growth.

• Nick Waters will lead strategic growth in the region, strengthening Making Science’s position as a disruptive leader in the European market.

London, November 19th 2024: Making Science, a leading digital acceleration company specialising in data, artificial intelligence, and proprietary ad tech technologies, has announced the appointment of  Nick Waters as CEO for the UK, Northern and Central Europe.  Based in London, with extensive experience in business leadership and the technology market, Waters will be responsible for driving the company’s growth and expansion across Europe.  

Due to take up the role in February 2025, Waters brings over 20 years of experience in international media, digital, and advertising. He joins Making Science from Ebiquity Plc, where he was Group Chief Executive Officer. Before that, he spent 10 years at Dentsu Aegis Network – latterly as Executive Chairman UK & Ireland, and 12 years at Mindshare, rising to regional CEO of Europe,  Middle East, and Africa.

Commenting on Waters’ appointment, José Antonio Martínez Aguilar, Founder and Global CEO of Making Science, said, “We’re thrilled to have Nick on board as a driving force for the UK, Northern and Central European regions at a time of significant growth as an independent agency. His experience will be crucial for strategically advancing the continued development of Making Science in these markets.

”Waters’ appointment comes as the industry is experiencing a dynamic shift, prompting talent from the traditional big six agencies to explore new opportunities at independent agencies, such as Making Science. Offering agility, innovation, and client-centric focus, independent agencies are increasingly recognised as the preferred choice for brands seeking to provide cutting-edge solutions and drive unparalleled performance.

Waters commented, “Making Science is an incredibly exciting digital acceleration company, and this is a tremendous opportunity to join José and his team as the business enters the next phase of its global growth journey. 

As a company built for today’s and tomorrow’s marketing world backed by a brilliant team applying data science and artificial intelligence, Making Science turbo-charges competitive advantage for brands and I look forward to being involved.”

Waters’ appointment follows the announcement of Marcus Cooper as Business Director, UK, Brad Beiter as SVP of Customer Management, and José Luis Pulpón, (ex Google) as Managing Director for Making Science, Spain. These strategic hires play a vital role in Making Science’s global expansion to ensure the delivery of cutting-edge digital transformation solutions for its clients across industries. 

Spaniards spend an average of nearly two hours a day on social media*. But what exactly are we doing during that time?

For older generations like Gen X and Baby Boomers, social media is primarily a way to stay connected with friends and family. Meanwhile, Gen Z and Millennials are more likely to use these platforms to keep up with current events, engage with content like memes and videos, and create their own posts. While each generation has its own preferences, behaviors, and concerns, they all share one common trend: we are spending more and more time online.

For brands, understanding the audience is critical to ensure that marketing efforts reach the right people. In today’s fast-paced, ever-evolving digital landscape, simply reaching an audience is no longer enough—brands need to make an impact.

How can brands achieve this?

It’s not just about knowing who the audience is, but about understanding how to connect with them: what they enjoy, where they spend time online, what concerns them, and the communication styles they use.

To gain this insight, brands have access to powerful tools that help them analyze everything from a user’s age and profession to their daily habits and activities. Additionally, social listening platforms allow brands to track real-time user interactions and responses across social networks and digital channels.

But how can brands make the most of this information?

The answer lies in engaging with users where they are and tapping into conversations that resonate with their interests. This is a golden opportunity for brands to become more relevant by joining discussions that matter to their audience.

A key strategy is to adapt to the unique communication styles of each platform while maintaining the brand’s voice. For example, memes have become a staple of online culture, and tapping into their viral potential is an effective way to increase brand visibility—though it requires quick action, as trends rise and fall rapidly. Social listening tools can identify trending content, allowing brands to adjust their messaging and boost engagement by fostering a more active and personalized online community.

Speed is another essential factor. Reacting quickly to social media trends and events can amplify a brand’s impact. A prime example is “La Velada del Año,” the most-watched digital event on Twitch, which peaked at over 4 million viewers and proved that this platform isn’t just for niche audiences. With nearly half a million social media mentions, many brands, like Vicio, capitalized on the event by listening closely to what their audience wanted, breaking records for new followers and engagement.

In short, social listening not only helps brands understand user needs and preferences but also provides valuable insights for developing marketing strategies. It reveals how competitors are engaging with their audiences, uncovers user perceptions and demands, and highlights opportunities to join relevant conversations.

So, are you making the most of social media to build meaningful relationships with your target audience?

*Source: GWI Spain (16-64 years)