If there’s one factor DMEXCO 2025 made clear, it’s that manufacturers are underneath extra stress than ever to chop by way of a fragmented, always-on digital panorama. Platforms are multiplying, audiences are scattered, and expectations simply hold rising.
There’s a lot noise, and the manufacturers that win don’t depend on algorithms alone. Their methods cowl tradition, emotion, group — they plug into folks.
Throughout two days filled with panels, 5 core themes piqued our curiosity. Whether or not you’re employed in content material, model, or digital advertising and marketing, studying these insights as we speak will assist put your greatest foot ahead tomorrow.1. The combat for consideration is known as a combat for memoryBrands typically speak about consideration as if it’s a tangible factor they will bottle up and rely. However Kristina Bulle, CMO DACH at Procter & Gamble, harassed that spotlight goes approach past impressions and preliminary attain.Consideration is reminiscence.Consideration is the emotional residue that makes audiences recall your model later. Brief-term activations are clearly nonetheless vital, and work wonders for conversion and splashy headlines.However long-term media funding and constant storytelling builds that magic combination of consciousness, belief, and retention. Memorable, emotional messaging helps push this by way of — “I recall what I really feel,” as Bulle herself stated. And that’s the place music is available in. Sound makes moments that matter, anchoring campaigns in folks’s minds. In a fragmented world the place fads fade quick, music could make your content material successful.
The rise of marketplaces like TikTok Store proves that social media platforms aren’t only for discovery anymore. They’re the frontline of transaction, and as we realized through the Energy of Social Commerce panel, over 60% of manufacturers actively use social commerce.
It’s a difficult tightrope to stroll, although. Individuals don’t are likely to open TikTok or Instagram with procuring on their thoughts. They go there to be entertained, stunned, impressed…however to spend cash? It’s not caught on but. Social commerce is a full-funnel technique, and types need to work more durable to drive conversions and gross sales.
Lots of that rides on how compelling your content material is. Pleasure and curiosity are the first focus for social commerce, with the precise buy settling in second place.For manufacturers, which means pondering like creators. Interactive experiences, community-driven concepts, content material that really feels native to the platform — it ought to really feel pure. Unforced. Fluid. Epidemic Sound can assist. With a catalog spanning greater than 50,000 world-class tracks and 200,000 Hollywood-grade sound results, there’s a sound for each story. Discover the proper observe as we speak. Cultural advertising and marketing isn’t new, however DMEXCO shone a lightweight on how important it’s in 2025. Anton Rau, technique director at Scholz & Associates, outlined how his company labored with McDonald’s and Sucuk und Bratwurst to faucet into German youth tradition.Scholz & Associates’ “Bisschen Scharf” marketing campaign introduced vogue and meals collectively in a single neat package deal. McDonald’s revealed a restricted “spicy” menu, nodding to Berlin’s döner heritage, whereas Sucuk und Bratwurst designed some nineties-style merch to match.It was a hyper-focused, native drive, however that’s what made it work — it felt natural, made for actual folks somewhat than segments. Tradition occurs within the house between model, creator, and group, which is why Scholz & Associates’ marketing campaign was so efficient.
Typically, these collabs occur so easily, one wonders in the event that they had been cooked up in a lab. Take Zartmann, the unbiased German rapper. In 2023, he referred to as out Rotkäppchen, Germany’s largest producer of glowing wine, on TikTok. At face worth, Zartmann’s request may’ve been ignored. In any case, he was an unsigned, up-and-coming artist asking a longtime firm like Rotkäppchen to sponsor his launch social gathering. That is the place the magic occurred, although.Rotkäppchen knew that Zartmann’s youthful crowd weren’t actually the viewers for glowing wine. They noticed a niche out there and leapt on it. Collectively, they collaborated on new wines, live performance promotions, tour help, and even a themed tune, linking the core idea of Rotkäppchen with Zartmann.Rotkäppchen credibly cemented itself as a “younger individual’s” drink, all whereas propping up a brand new artist. Each events and their audiences benefited, all whereas feeling as pure as freshly crushed wine grapes.4. International manufacturers want that native flavorKatherine Melchior Ray, president of Globe Ally, laid out a pointy reminder: tradition is collective programming. What works in a single market could not land in one other, as worth is filtered by way of native wants and needs.For world manufacturers, the problem is deciding what stays mounted — your DNA, your values — and what adapts to native sensibilities. For instance, the Scholz & Associates marketing campaign we simply mentioned won’t have scanned wherever close to as effectively in different markets.
The most effective manufacturers talk persistently whereas leaving room for cultural nuance. Usually, they’ll use music because the glue. A powerful sonic identification provides manufacturers a worldwide, recognizable sound, flexing to native markets when wanted. Performed proper, it makes manufacturers really feel iconic and homegrown.
5. Most manufacturers overlook the soundtrackDMEXCO 2025 proved that the content material increase isn’t slowing down. It’s nonetheless rushing up, and through Epidemic Sound’s personal session, we mentioned the often-overlooked position music performs in manufacturers’ success in such an unsteady panorama.As a result of the soundtrack could make or break your content material. Anna Hartmann, chief of the worldwide influencer advertising and marketing crew at Cosnova, mentioned how sound helps manufacturers obtain world consistency. A tweak for one market right here, a beat for an additional market there — music ties all of it collectively, even when language can’t. Jakob Osborne Edman, head of name for Wasa Crispbread, Barilla Worldwide, additionally highlighted the position sound performs. He treats it as a core model asset, essential, somewhat than a matter of style.With extra platforms, income streams, and developments than ever, music can really feel like an added complication. That’s why Epidemic Sound makes licensing straightforward. Bespoke, watertight, and future-proofed, an Epidemic Sound license is the proper answer for what you are promoting. The Enterprise plan affords every part a model must soundtrack their work, plus licensing security for influencers or third events with whom you collaborate. Our devoted digital rights administration crew works tirelessly to make sure our licensed customers don’t encounter points when publishing content material on-line. We’ll stroll you thru the licensing course of, offering you and your crew with the instruments you want to use music safely.No matter platform and media switch-ups sooner or later, your content material is protected. What you publish throughout a legitimate subscription is licensed endlessly, even should you select to depart Epidemic Sound. Everybody from Levi’s to Warner Bros. Discovery, BuzzFeed to the Miami Dolphins, trusts Epidemic Sound to be their soundtracking platform. Don’t danger what you are promoting with a dangerous license. Take pleasure in full protection and soundtrack your model, your approach.
→ Contact gross sales
Associated posts:
