Beyond Impressions: How Purpose, Retail Media, and AI Redefined Advertising at AWNYC 2025 

The Power of Purpose: Advertising as a Force for Good 

Even with a line around the block, “The Power of Purpose” set the tone for the week. Moderated by Ross Martin, co-Founder and President of Known, and Rita Ferro, President of Disney Global Advertising, the session celebrated the upcoming 75th anniversary of the AAF’s Advertising Hall of Fame and the legends who have shaped the industry through purpose. 

Special guest Marlo Thomas, actress and National Outreach Director for St. Jude Children’s Research Hospital, reminded attendees that advertising can drive tangible change when anchored in empathy and accountability. Her stories, from the early “Follow Us to the Mall” retail campaign to initiatives like Take Your Daughters to Work Day and anti-bullying programs, illustrated how brands can transform commerce into compassion. 

Thomas emphasized a message that resonated deeply with marketers: advertising dollars are donor dollars. Every decision, from creative execution to media spend, carries the weight of public trust. For agencies and brands alike, aligning business goals with social good isn’t just reputation management; it’s an investment in generational impact. 

The Retail Media Revolution: Where Commerce Meets Creativity 

Retail media once lived at the bottom of the funnel. Today, it is rewriting the entire playbook. 

This year’s session, “The Retail Media Revolution: Driving Outcomes Beyond the Cart,” explored how brands are leveraging first-party data and creative agility to drive meaningful engagement throughout the consumer journey. 

Panelists highlighted that while data remains the currency of modern marketing, context and culture determine its true value. With the path to purchase shortening across platforms like Amazon, Kroger, and TikTok, brands can no longer wait for shoppers to find them. They must design omnipresent experiences that meet consumers where they choose to act. 

From CTV and shoppable ads to predictive AI models, the conversation revealed that commerce and creativity are converging faster than ever. Brands are embracing dynamic creative optimization (DCO) tools such as Criteo’s Commerce Max, allowing campaigns to self-adjust, adapting format, message, and sequencing in real time. One case study even noted 600 hours saved through automation and AI-driven trafficking, proof that efficiency and creativity can coexist when guided by human insight. 

But with speed comes complexity. Retail media remains fragmented, and interoperability challenges persist. The call to action was clear: simplify the ecosystem. As one panelist put it, “Commerce is everything,” and integration, not expansion, will define the next stage of growth. 

PR Takeaways: Turning Insight Into Impact 

For professionals in PR and digital marketing, the lessons from AWNYC 2025 were clear: 

• Purpose isn’t a campaign; it’s a compass. Consumers expect brands to act with integrity and impact. Purpose must be embedded, not appended. 

• Data is powerful, but empathy converts. Retail media’s success lies not in volume but in connecting insights to stories that resonate with real human behavior. 

• Creative readiness is the new agility. Being “retail ready” isn’t just about inventory; it’s about ensuring your brand narrative, visuals, and digital touchpoints are ready to move as fast as your audience does. 

• Partnership drives performance. The most effective campaigns arise from collaboration between agencies, creators, and data partners who share a vision for innovation with accountability. 

The Future: Integration, Responsibility, and Storytelling 

Advertising Week NYC 2025 underscored an industry in motion, one where AI enhances creativity, purpose anchors authenticity, and commerce connects culture. 

At 5WPR, we see this convergence every day. Our work in digital PR and SEO helps brands navigate the evolving intersection of technology, storytelling, and social impact, translating innovation into meaningful engagement. 

As advertising enters its next era, one thing remains constant: it’s not about more impressions; it’s about leaving an impression that matters.