The year change became the norm

Change defined this year, and the businesses that made progress were those that accepted it as the norm and adapted how they operate.This year has been characterised by change.

That has been true for many businesses, and it has certainly been true for the clients we work with. Whether driven by policy, tariffs, geopolitics, technology or shifts in international trade, the way business is being done has changed.
What has stood out is not just that things changed, but that they kept changing. For leadership teams, it often felt like the ground was shifting beneath their feet. Certainty became harder to come by, at exactly the moment when customers, boards and stakeholders were asking for more confidence and more clarity.

Because we are so intrinsically entwined with our clients, we feel that change as well. When they are navigating uncertainty, we are working alongside them to help make sense of what it means and how they continue to move forward.

Change is where value is really tested

Periods of change are where the role of a partner becomes most clear. At Fifth Ring, we have always done our best work when clients are going through moments of transition. This year, that has become more relevant than ever. We have been called on more often to help businesses think through how they position themselves, how they cut through to communicate value and how they continue to grow when the environment around them feels unstable.

What has not changed is the importance of outcomes.

Technology has moved on quickly. The way work is created, captured and delivered has evolved. There are now many more ways to produce content, engage audiences and accelerate activity. But none of that, on its own, guarantees progress.

What matters is being clear on the outcome you are trying to achieve, and then using the right combination of tools, strategy and creativity to get there. In isolation, no single tactic moves the needle. Aligned to a clear goal, the right mix can make a meaningful difference.

Tools became easier. Differentiation became harder.

One of the most common challenges we saw this year was not a lack of activity, but a lack of alignment. As processes become more efficient and new tools become more accessible, it is easy to mistake movement for progress. AI, in particular, has accelerated execution in many areas. It has changed how quickly things can be produced and how many options are available.

But efficiency alone does not create advantage.

We are all being spoken to constantly, across channels, devices and formats. In that environment, the ability to cut through has never been more important. This is especially true in B2B, where organisations are often very good at explaining the rational case, the logic and the proof points, but lack the edge to make it land.

Logic matters. But logic only gets you so far.

What people remember, what builds confidence and what moves decisions forward is often creative. The ideas that land, resonate and stay front of mind aren’t just the most efficient ones. They are the ones that connect.

As AI continues to flatten execution and make it easier for everyone to participate, creativity is becoming an even more important differentiator. True creative thinking remains a human behaviour. It is what helps messages cut through and connect in a meaningful way.

International ambition did not disappear, it sharpened

Another clear pattern this year was the continued desire for international growth, even as the global environment became more complex.

At times, it can feel as though borders are closing down. Tariffs change. Policies shift. Markets open and close. But what we have seen is that the ambition to do business internationally has not gone away. In many cases, it has become more considered and more deliberate. Some organisations are taking their first steps into new markets. Others are strengthening positions they already have. In both cases, generic global messaging quickly shows its limits.

Clients have increasingly looked for partners who understand not just marketing mechanics, but the realities of operating across different economies and cultures, and who can prove that they have a measurable impact on their business. Trusted advisors, who understand their space and can help them make informed decisions, have become more valuable in times of uncertainty.

What the strongest businesses need to do differently

Looking ahead, the businesses that will continue to make progress will not be the ones that predict change most accurately. They will be the ones that accept change as a permanent condition and adapt how they operate within it. They will be clear on the outcomes they were trying to deliver. They will align teams around those outcomes and invest in creativity as a commercial asset, not a finishing touch. And they will focus on building confidence at a time when certainty continues to be in short supply.

This year did not just change markets. It changed what good looks like.

For organisations willing to respond with intent rather than reaction, that shift creates opportunity.