How brands can grow in 2025, TikTok fallout and RTO mayhem

Marketing Week

Deputy managing editor Charlotte Rogers, managing editor Lucy Tesseras and senior reporters Molly Innes and Niamh Carroll dig into the big marketing stories making headlines this week. We kick off by analysing the potential fallout for brands and creators after TikTok was briefly banned for US users before being reinstated over the weekend, as well as unpacking the dramatic implications of Aldi's legal loss to cider brand Thatchers and what it could mean for the future of copycat products. Niamh shares insights from her reporting on how brands can uncover new avenues for growth, whether they're market leaders or challengers. We explore how brands can grow in 2025, from the role of value to fostering belief in growth. The latter is an idea Munnawar Chishty - recently promoted to CMO of Carlsberg Britvic - discussed with Marketing Week earlier this month. Make sure to listen to the entire podcast to get a sneak peek at 2025's Career & Salary Survey results, as Charlotte reveals how often brands and agencies are going into the office and we debate how return-to-office (RTO) policies are impacting marketers.