Who made a splash in media this year?
2025 has been… a year so far. But who has made a difference where it really matters in the media industry? Who has inspired the rest of us?
The Media Leader reached out to some of media’s top minds to ask who deserves a shout-out this year.
And don’t forget you can formally recognise those in your own company who have made a difference by entering The Media Leader Awards. The final, extended deadline is 5 September.
Susan Kingston-Brown, global brand president, UM
Dame Annette King, former global lead, marketing practice, Accenture Song; non-executive director, Channel 4; chair, Advertising Association
“Dame Annette King deserves every plaudit as she steps back from frontline leadership. I’ve always admired her rare blend of clarity, courage and composure — making the complex look deceptively simple.
“During my time at Ogilvy under her leadership, I saw first hand how her persistence, human touch and relentless commitment to clients, quality and winning inspired those around her — myself included.
“In today’s pace of change and challenge, leaders need these qualities in bucketloads — managing transformation with energy, enthusiasm and excitement. That’s why I chose her: not only to recognise her achievements, but as a powerful example of what today’s leaders should exemplify.
“Her journey has transformed agencies, strengthened networks and shaped creative vision at the highest level. She balances strategic precision with genuine connection, moving not only business but people forward, leaving a lasting legacy.”
Jon Mew, CEO, IAB UK
Kelly Jacobson Collins, vice-president of governance, ethics and data protection officer, Blis
“Kelly spoke at our Leadership Summit in March, delivering an honest and eye-opening account of her experience of the menopause and the impact it had on her daily life as a leader in our industry.
“It takes a lot of guts to stand up and open up about such a personal, often unspoken but hugely important issue to a room full of people and I hugely admire that. She then joined us on The IAB UK Podcast to discuss the subject — it’s well worth a listen.
“Alongside this, Kelly is a valued and active member of our DEI and sustainability communities — she really cares about these issues and making a meaningful difference in our industry.”
Sonnie Spencer, digital marketing manager, Fresh Pies; communications co-director, Outvertising
Lily Ray, vice-president of SEO strategy and research, Amsive
“This summer I discovered an SEO rockstar. Lily Ray appeared in my LinkedIn feed one morning and my algorithm hasn’t been the same since. She’s not just leading the charge on SEO thought leadership — she’s also a drummer and a DJ.
“Honestly, it’s probably a good thing we’re separated by an ocean, because I’d be front row at every panel she’s on, scribbling notes like a GCSE student with something to prove.
“If you’re not familiar, SEO is a field that’s both extremely dry and disproportionately male. And right now, it’s in full-blown identity crisis mode. Between LLMs, AI Overviews and AI Mode, everyone’s scrambling to stay relevant — while confidently pretending they’re staying calm.
“In the middle of all that noise, Lily is a breath of fresh air. Curious, candid and clearly brilliant.”
Luke Bristow, CEO, MNC
Andrew Tindall, senior vice-president, global partnerships, System1
“Andrew consistently puts out interesting thought leadership and commentary from an unbiased industry perspective (something that is much rarer than it should be!).
“On the sometimes-cursed LinkedIn feed, typically Andrew’s posts are thumb-stopping enough and always provide a nugget or an insight that makes me think.
“I would love to see more people putting out data-backed insights in a similar way.”
Flora Williams, executive director, head of planning, MG OMD
Zehra Chatoo, founder, Code for Good Now; former strategic planning partner, Facebook
“I’ve always seen Zehra as a trailblazer in the inclusion and impact space, and when working with her at Meta I was always blown away by her knowledge, tenacity and ability to drive real change.
“This year, she’s taken the big leap to create her own business, focusing on something I’m deeply passionate about: the ethics and responsibility in the age of AI. Impressive stuff!”