Your 2025 RG Wrapped is here. Consider this your year-end marketing mixtape: the trends that dominated, the insights that hit different, and the work that actually moved the needle. Plus, a quiz to find out if you're marketing like it's 2025... or still living in 2005.
As we close out another year, we want to say thank you for being part of our community. Here's to celebrating the wins, learning from the challenges, and gearing up for whatever 2026 throws our way. Wishing you and yours a joyful holiday season and a brilliant start to the new year.
-The RG Team
Top Genre: AI-Driven Experiences
Let's be real, AI didn't just change the game this year, it rewrote the entire rulebook. Generative AI and Answer Engine Optimization (AEO) shifted B2B marketing from "rank higher" to "be the source AI trusts." We had to rethink everything: what it means to be visible, how to measure success, and what marketers actually do in a world where machines answer questions before humans even ask them.
AEO & GEO: The goal isn't page one anymore—it's being the authoritative source cited in AI Overviews and conversational models. If ChatGPT doesn't know you, do you even exist?
Zero-Click Strategy: Traffic is so 2023. We're prioritizing brand visibility and citation as the new metrics of success. Because in a world where AI serves up direct answers, being seen matters more than being clicked.
The Marketer 2.0: AI handles the grunt work. Humans handle strategy, influence, and intuition. Translation? You're not being replaced—you're becoming the ultimate prompt engineer.
Top 5 Tracks: The Insights on Repeat
These five pieces generated the most engagement, longest read times, and highest downloads from the B2B community this year. Clearly, you have great taste.
This year, we took our expertise to some of the industry's biggest stages—and brought home the hardware to prove it.
📍 Top Event: Charting New Courses in Capital
We hosted a salon bringing together marketing and business leaders from healthcare, philanthropy, executive search, and digital assets to explore how strategic reframing is redefining brand communication in evolving markets. Featuring Atiya Easterling (Chief of Staff, HealthEquity), Hannah Shaw Grove (CMO, Foundation Source), Katherine Pluck (Partner, Heidrick & Struggles), and Kathleen Chase (SVP, GM of Data, Talos), the conversation revealed how precision in messaging, not just innovation, is driving success across complex categories.
We earned serious recognition for our work in some of the world's most complex verticals:
🥈ANA B2 2025:Silver in Small Agency of the Year
🥈FCS 2025: Silver in Annual Reports for “Alpine Investors’ Force for Good Annual Report 2024”
🥈FCS 2025: Silver in Sponsorship Marketing for “Blue Owl Soars at the Grand Slams”
Featured Artists: 2025 Client Collaborations
Markup AI: From Acrolinx to Industry Disruptor
Congrats to Markup AI (formerly Acrolinx) on their bold brand evolution. With a new identity and the launch of their suite of industry-first Content Guardian Agents, they aren’t just keeping pace with the market—they’re defining its future.
LPL Financial: Multi-Business Unit Partnership
We’re thrilled to celebrate 18 months of strategic partnership with LPL Financial. Helping them scale to 23K advisors and $1.5T in assets has been a masterclass in brand evolution. It’s no longer "LPL, who knew?"—it’s "LPL, that’s who."
McDermott Will & Schulte: Navigating Transformation Through Merger
From launching the inaugural HealthEx conference to orchestrating the global brand media strategy for the McDermott Will & Emery and Schulte Roth & Zabel merger, it’s been a landmark year for them. We’re proud to help introduce this $3B "firm of the future" and its Always Better ethos. The defense rests.
Blue Owl Capital: Redefining Alternatives
Blue Owl is redefining alternatives. By fueling their Grand Slam sponsorship with a high-impact media strategy, we helped them net an Asset Manager of the Year finalist nod at the 2025 MMI x Barron’s Awards. Game, set, match.
DOXA: Amplifying the Exceptional
DOXA is fueling the exceptional in specialty insurance. We crafted their brand narrative and brought it to life to capture their unique approach: collective excellence that lifts everyone up. Because specialty insurance demands a specialty approach.
Your Marketing Age: Find Out Where You Stand
Are you a TikTok-native marketer or still crushing it with strategies from the Mad Men days?
Take this quick quiz to discover your true marketing age—no judgment, just vibes (and maybe a little reality check). Warning: Results may cause existential crisis or sudden urge to learn what a "Reel" is.
We polled our entire team of experts, the ones living in the trenches of brand, digital, and GTM strategy, to develop their predictions for the year ahead. This exclusive article covers everything from AI governance and the cookie-less future to the shift from leads to buying groups.
Think of it as your cheat sheet for staying ahead of the curve.
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