2024 has been a year of change for UK business leaders. While economic and political shifts have created uncertainty, advances in AI and technology have transformed how many organisations operate.
Here, Tom Anderson, the CEO of fast-growing digital agency, Hummingbird, reflects on the challenges of building a business together with the key issues and trends that have shaped 2024, all while highlighting what is to come next year.
You took over the leadership of Hummingbird in 2018 following a management buyout. What made you invest in the business and how has it evolved since you took over as CEO?
When the opportunity to lead Hummingbird came about in 2018, it was a no-brainer for me. I’d always believed in the potential of the agency. It had a fantastic foundation and a passionate team, but I could see that with the right strategic direction and a focus on digital innovation, we could really take it to the next level.
Since the buyout, we’ve evolved in so many ways. We’ve embraced new technologies, expanded our service offering, and become more agile in responding to client needs. Our focus has been on creating bespoke, data-driven marketing strategies that align with our clients’ goals, and that has made all the difference. The team has grown significantly, and we’ve carved out a niche in sectors like travel, lifestyle, and e-commerce—industries that are in the midst of their own digital transformations.
What has been the most challenging thing about building a business? And what has been the most rewarding?
The most challenging part has been navigating the constant changes in the digital marketing landscape. It’s an industry that moves fast and staying ahead of trends while ensuring we continue to deliver results for clients is a constant balancing act. Managing growth has also been a key challenge — scaling the business while maintaining the same level of personal, high-touch service can be tricky.
On the flip side, the most rewarding part has been seeing the impact we’ve made for our clients. Watching businesses grow as a result of our work is incredibly fulfilling. And from an internal perspective, building a strong, collaborative team and seeing them develop into leaders in their own right has been a huge reward.
What digital marketing trends have shaped 2024? And what do business leaders need to look out for in 2025?
2024 has really been shaped by the rise of AI and automation in marketing. Tools like AI-driven content creation, predictive analytics, and hyper-personalised campaigns have allowed brands to engage more effectively with their target audiences. Video marketing, particularly short-form content on platforms like TikTok and Instagram Reels, has continued to dominate. Brands that are quick to create relatable, dynamic video content have gained a huge advantage.
As for 2025, I think we’re going to see a continued push towards immersive digital experiences. The rise of virtual and augmented reality will allow brands to connect with customers in innovative ways, especially in retail and travel. Sustainability in marketing is also set to become even more important, as consumers are looking for brands that reflect their values.
What is the one platform all brands should use to increase target audience engagement and why?
If there’s one platform brands can’t afford to overlook, it’s TikTok. It has rapidly evolved beyond just a video-sharing app into a powerful search engine, especially for younger audiences. More people are turning to TikTok to discover products, services, and content, often bypassing traditional search engines like Google. It’s where trends start, and its algorithm is unparalleled in delivering highly personalised content based on user interests and behaviour.
TikTok’s short-form, dynamic content allows brands to create authentic, relatable videos that drive engagement. The key is its ability to reach audiences at scale while still feeling intimate — people don’t just see an ad, they experience it. For brands looking to engage with Gen Z and Millennials, it’s the perfect platform to build brand awareness, foster community, and even drive direct conversions, thanks to its in-app shopping features.
TikTok’s real-time feedback loop is also invaluable. Brands can test content quickly, get immediate insights, and refine their messaging on the fly. It’s not just a platform for entertainment anymore; it’s where discovery and decision-making are happening, making it essential for brands wanting to stay relevant.
The latest reports have revealed that the UK tourism sector has still failed to reach pre-pandemic levels. Having established a niche in the travel and wider lifestyle sectors, do you feel this trend will continue into 2025, and what could travel brands implement or change to drive growth?
It’s true that the tourism sector is still recovering, and I think this trend might continue into 2025, particularly with the current economic challenges. However, there is still a lot of potential for growth. To drive that growth, travel brands need to focus on creating more personalised, flexible offerings. The pandemic has shifted consumer expectations—people are looking for more tailored experiences, with an emphasis on sustainability and wellness.
Brands should also double down on digital transformation, ensuring that their online booking systems, customer service, and marketing are seamless and user-friendly. Partnerships with influencers and leveraging social proof, like user-generated content, can also help rebuild consumer confidence in travel.
Do you feel the UK economy will recover in 2025 and do you feel the next 12 months will be positive for business leaders?
There are cautious signs of optimism, but it’s going to be a slow recovery. The next 12 months will be critical, and I think business leaders need to be prepared for continued uncertainty. That said, with challenges come opportunities. Businesses that remain agile, focus on innovation, and continue to prioritise customer relationships will be well-positioned to thrive.
It’s also an important time for business leaders to invest in their teams and company culture. The workforce is changing, and those who create strong, supportive environments will see a return in terms of employee loyalty and productivity, which is crucial in these times.
Anything else to add?
I’d just say that 2025 is likely to be a year of transformation. Businesses across all sectors will need to embrace change and be ready to experiment with new ideas and technologies. At Hummingbird, we’re excited about the future, and we’re ready to continue helping our clients navigate whatever comes next in the digital landscape.
