Leadership Lessons with Neil Kleiner, Managing Director of movement

Our digital lead, Daisy Hughes, recently sat down with Neil Kleiner, Managing Director of social-first creative agency, movement, to talk about the challenges, trends, and opportunities facing organisations in the communications industry in 2025.

Read the full interview below:

What are the biggest challenges and opportunities in the communications industry in 2025?

I think the biggest challenge is actually mediocrity. Financial pressures — whether it’s shrinking budgets, the need to justify spend, or the relentless pursuit of ROI — are shaping the way brands approach creativity. And that produces an unfortunate side effect: risk-averse marketing. It’s a kind of pervasive mediocrity, where safe, tried-and-tested content takes precedence over innovation.

At the same time, AI is always looming. Some fear its rise signals the death of the agency, replacing human-led strategy and creativity with automated efficiencies.

But if history has taught us anything, it’s that every challenge is also a moment of reinvention. That’s why we built movement — not just to navigate change, but to push through it. We’re here to prove that bold, strategic creativity still has a place, even when budgets are tight, and automation is everywhere.

How do you anticipate AI will impact the way agencies deliver services to clients?

We’re already seeing this happen, but over the next year, AI-powered insights will refine audience targeting, personalise content at scale, and optimise media spend with increasing accuracy. Advanced data analytics will give agencies the ability to adjust campaigns in real time, shifting strategy based on performance rather than waiting until the next planning cycle.

And how are you navigating this shift?

AI is a game-changer, but it’s not a replacement for human creativity. I think the agencies that succeed in 2025 will be the ones that use AI as an accelerator, not a crutch. Our approach will always be to harness AI for efficiency and insight while ensuring that storytelling, emotion, and creative nuance remain firmly in the hands of the humans.

What new trends in digital media and communications do you think will define 2025?

2025 will be a year of extremes — where deep political engagement and humour-fuelled escapism coexist, AI transforms creative workflows, and audiences demand more from the brands they engage with.

Purpose-driven marketing will only work if it’s backed by action. Audiences are increasingly frustrated with brands making grand statements without follow-through—real impact matters now more than ever. AI, rather than replacing creativity, will enhance it, helping brands co-create with audiences rather than just automating content. And as the world gets heavier, humour will get weirder, with surreal memes and ironic brand voices making a strong comeback.

Meanwhile, social media itself is fragmenting. People are retreating from mainstream platforms into niche or private community-driven spaces, and brands will need to follow them. LinkedIn is also transforming—from a corporate bulletin board into a space for unfiltered, personality-driven thought leadership (as well as a lot of bullshit, too)

The agencies that win in 2025 won’t just react to these shifts; they’ll actively reshape their business and products, blending strategic foresight with creative intuition to stay ahead of the curve.

How do you drive innovation within your team while maintaining a strong, cohesive agency culture?

Creativity doesn’t just happen—it needs structure. That’s why we carve out dedicated time for non-client creative sessions, allowing the team to experiment without pressure and, crucially, keep conversations flowing in the background at all times.

And how do you maintain this creative culture alongside hybrid or remote working?

Hybrid working can’t mean creative isolation. We make in-person time count, using it for high-energy deep dives rather than unnecessary meetings. Culture isn’t built in scheduled sessions — it lives in the moments in between. The strongest teams are the ones that bond over spontaneous chats, shared ‘WTF’ moments, and inside jokes, not just structured check-ins.

Above all, creativity requires a safe space to fail. If people don’t feel comfortable taking risks, they’ll never push boundaries. We encourage work-in-progress thinking, rewarding bold ideas, not just polished execution. At the core of it all, great work and strong culture come from the same place: trust, autonomy, and the unwavering belief that creativity is always worth investing in.

How does movement integrate social responsibility into its operations?

Audiences are too informed, too sceptical, and too fed up with performative activism. Social responsibility will shift from a marketing play to a business necessity.

Social responsibility can’t just be a campaign theme—it needs to be embedded in every aspect of a brand’s operations. Purpose-driven campaigns must move beyond raising awareness to driving real action, and honesty is the new standard.

Our approach? We challenge clients to prove their impact before we amplify it. If it’s not real, we won’t help dress it up.

Finally, how are you navigating your talent strategy in 2025, given the competitive comms landscape?

The pace of change in this industry means traditional agency structures don’t always work. That’s why we’ve built a Fixed & Flex model — giving us the best of both worlds: a core team of strategic, creative, and platform experts, supported by an agile network of top-tier specialists.

We prioritise people over rigid job titles. Instead of hiring based on traditional CVs, we look for problem-solvers — people who challenge norms, understand culture, and bring unique perspectives to the table. Retaining great talent isn’t about perks; it’s about creating an environment where people are challenged, valued, and given the freedom to grow.

People don’t leave jobs; they leave environments that don’t inspire them. That’s why we try to ensure our team isn’t just delivering great work, but actually enjoying the process, learning, and evolving along the way.