John Bevitt.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
John Bevitt, Managing Director, Honeycomb Strategy
2024 has felt like a masterclass in transformation. From the rapid integration of AI across industries to shifting consumer expectations around value and trust, the pace of change has been relentless.
At Honeycomb Strategy, we’ve leaned into the chaos, using it as an opportunity to reflect, adapt, and refine how we create impact for our clients and our team.
This year wasn’t just about navigating change but driving it. Our journey to becoming a Certified B Corp was a defining moment—a testament to our belief that businesses have a responsibility to raise the bar for social and environmental impact. It wasn’t an easy process (and it wasn’t meant to be), but it solidified our commitment to scale with purpose, putting people and planet alongside profit.
The launch of our Digital Insights Series has been a major hit, co-creating a series of thought leadership pieces with our clients to help them navigate the digital landscape, understand the factors influencing online decision-making and ultimately enhance digital marketing strategies and product development. Exploring topics ranging from data privacy to omnichannel marketing channels and CX - I'm excited to keep the momentum going into 2025.
AI also made its mark on us—not as a disruptor but as an enabler. We’ve embraced AI as a tool to empower our team, helping them focus on meaningful, strategic work while automating the mundane. It’s not about replacing creativity or insight but amplifying it in ways that let us do more for our clients without sacrificing what makes us unique.
As I reflect on the year, one theme stands out: balance. Whether it’s balancing growth with purpose, innovation with humanity, or my time between the business and my two young boys, it’s clear that success isn’t about having it all—it’s about making space for what truly matters.
What’s next for 2025?
The coming year feels like a turning point for our industry, one where the lines between technology, creativity, and humanity will blur even further.
- AI as a trusted partner: The concept of ‘agentic’ AI is fascinating—and imminent. We’re talking about AI systems that don’t just respond but actively anticipate needs, becoming partners in creativity, planning, and execution. The biggest challenge to prep for is ensuring this tech enhances human experiences, not replaces them.
- Authenticity over everything: As digital content becomes easier to manipulate, the concept of ‘what is real?’ is being redefined. For brands, the opportunity lies in embracing transparency and imperfection, proving that trust comes from truth, not polish.
- Empowered customers, accountable brands: Data privacy has officially shifted from an afterthought to a demand. Brands that can balance transparency with value—proving their worth in every interaction—will come out ahead.
Our focus for 2025 will be to strategically empower our clients to navigate this dynamic landscape. By integrating these transformative trends into decision-making, redefining product-market fit, fine-tuning go-to-market strategies, or evolving brand positioning, we aim to ensure our clients can drive change with confidence, clarity, and purpose.
Navigating the market: Cutting through the noise
Budget pressures aren’t going anywhere in 2025, and clients continue to scrutinise every dollar. There is a silver lining though, particularly for agencies and brands with a focus on value-driven partnerships. For us, it's about looking for opportunities where there's a win-win-win - for the client, for us as an agency, and for our strategic partners and suppliers - where we can demonstrate clear ROI and strategic impact while having a bit of fun along the way.
The evolving workforce: A balance of choice and culture
While the talent market has settled into a more employer-favourable dynamic, attracting top talent is about more than pay cheques. It’s about culture, purpose, and authenticity. Demonstrating that Honeycomb is one of Australia’s best places to work is still key to our mission - It’s a long game, but one that’s paying off.
We’re in a state of flux when it comes to the skills our industry needs. AI is transforming how we interact with data, each other, and the world. While traditional methods still hold value, adaptability is now a critical competency. The rapidly evolving benefits of AI mean the ability to learn, pivot, and grow will increasingly define success.
Equally, fostering deep empathy and curiosity—traits machines can’t replicate—remains vital. These human qualities enable us to understand client needs, interpret insights with emotional intelligence, and ask the right questions, ensuring technology serves as an enabler, not a replacement.
This transformation is an opportunity to broaden and deepen the talent pool we can work with. By embracing diverse skill sets and perspectives, we’re equipping ourselves to better meet the shifting needs of our clients and industry.
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