By Merritt McNeely, CEO, Flock and Rally

At Flock and Rally, we’re built on the belief that excellence comes from staying curious, innovating daily and always arriving authentically. As we charge ahead into 2025, I want to share a few of the biggest trends we're seeing across the integrated communications and marketing industry—and how we’re meeting the moment by living our core values every step of the way.

Authenticity Is the New Currency

Trust has become the most valuable commodity in today’s media-saturated landscape. Audiences are savvy; they crave real stories told by real people. That's why our “Arrive Authentically” value isn’t just a mantra—it’s our guiding light. Clients who prioritize transparency and values-driven messaging are not only standing out, but they’re also building lasting relationships with their audiences.

AI Isn’t Replacing Us—It’s Reframing Us

Artificial intelligence has become a powerful tool in marketing and communications, from automating routine tasks to generating creative ideas. But here's the thing: technology can enhance our process, not replace our people. At Flock and Rally, we’re embracing AI as a collaborator—helping us innovate daily while maintaining the human insight and emotional intelligence that drives real impact.

Integrated Campaigns Drive Real Results

Siloed strategies are out. The most effective campaigns now seamlessly blend earned media, digital advertising, organic content, community engagement and data analytics. Our “Team Up” approach—collaborating across titles, departments and with our clients as partners—allows us to build campaigns that are cohesive, compelling and measurable from the ground up.

Community-Centered Messaging Is on the Rise

More brands are recognizing the value of connecting to their communities—authentically and consistently. At Flock and Rally, “Make Connections” is about more than networking. It’s about helping clients build narratives that reflect their role in enriching the fabric of their communities. Whether it's through nonprofit storytelling, or cause marketing, we’re helping partners turn good intentions into powerful impact.

Data-Driven Strategy with a Creative Soul

Yes, performance metrics matter. But data doesn’t drive itself—people do. The best campaigns in 2025 are those that pair hard analytics with bold ideas. We see this reflected in our commitment to “Create Excellence,” balancing efficiency with creativity and results with meaning.

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