Trendbook 2025

WAR OF THE WORLDS

To help brands navigate the constantly evolving marketing communications industry, Focus Nation (IF Nation Group) has engaged global experts from all sectors of the industry to share the latest trends shaping brand-building practices worldwide. This has resulted in the third edition of the Trendbook. In this year’s edition - "War of the Worlds", we break away from conventional frameworks and juxtapose different perspectives, presenting two distinct interpretations of key themes, which we call points of divergence.

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7 points of divergence and 14 polarizing trends, supported by professional research

Support of 17 experts with international experience

Nearly 100 pages packed with inspiration

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SPOILER ALERT

What can you expect from the 3rd edition of Trendbook? Of course, only the best and most substantive content. Below is a little sneak peek of our work—enjoy!

COMMENTARIES

Trendbook 2025: "War of the Worlds" is supported by 17 experts with international experience!

Dagmara Szulce

Managing Director IAA Global

Agnieszka Szlaska

Communication & PR Director IF NATION GROUP: Focus Nation & Imagine Nation & Moonsteps

Agnieszka Sora

Regional Consulting Director - Northern Central Eastern Europe; NielsenIQ, President of IAA Poland

Włodzimierz Schmidt

President of the Management Board of IAB Polska

Michał Sacha

CMO, Omni-Commerce Leader - Leroy Merlin Poland, Statutory Representative of Leroy Merlin in IAA Poland

Małgorzata Piwowarska-Pinilla

Marketing Director - Krosno Glass

Agata Pilacińska-Jakubowska

Omnichannel Retail Lead - Google Poland, Participant of the IAA Poland Marketing Masterminds Program

Barbara Pasterczyk

CMO ING Bank Śląski, Statutory representative of ING Bank Śląski in IAA Poland

Ewa Opach

Director of Education and Certification DIMAQ, IAB Poland

Alina Lempa

CEO - OFBOR, CEO - IQS

Aleksandra Laudańska

CEO - FemTechnology Group, Editor-in-chief - „#Pokolenia – Warszawski Miesięcznik Seniorów (#Generations – Warsaw Senior Monthly) and wolniodmetryki.pl