Dear Joy, how do I keep optimistic as another year fades away?
If the growing demands of the job are wearing you out as a marketer, IAB UK’s agony aunt says it’s time to make sure you’ve got your priorities in order.
Hello there! Third time’s a charm, right? I truly hope you know me by now – but in case the Q4 haze has erased all memory, I’m Joy, IAB UK’s chief digital cheerleader (and, as far as I know, the only one owning this title). My mission? Helping marketers rediscover the joy of digital by offering a dose of optimism, practicality and the occasional reality check as we navigate the wild world of advertising.
And what a year it’s been. AI went from shiny new toy to fully-fledged team member. Retail media continued its sprint toward ubiquity. Creators officially became media channels in their own right. And legislation decided to gatecrash every meeting calendar. It’s exciting, yes, but if you’re ending the year feeling slightly overwhelmed, you’re far from alone.
Dear Joy,
It’s the end of the year and I’m exhausted. I love what I do, but between AI updates, retail media launches, privacy regulations and the fear of being replaced, I feel like I’m running on 3% battery. How do I keep my head (and my enthusiasm) in the game without burning out?
First things first, breathe. You’re not imagining it: 2025 has felt like running a marathon while the route keeps changing mid-race. Every marketer I speak to says the same thing; they’re excited about what’s coming, but struggling to find space to think.
Here’s the truth: you don’t need to master every AI model, track every retail media innovation, or have a point of view on every new law that drops from Westminster. Pick the lanes that matter most to your brand or clients, choose your go-to source to keep up to date with what’s important (have you tried our podcast? It’s fun, simple and does the trick) and let the rest scroll by. Digital FOMO is real, but it’s also a trap.
Pick the lanes that matter most to your brand or clients.
Second, set boundaries. And yes, that includes time away from dashboards. McKinsey recently noted that creative teams using AI tools report higher satisfaction only when they’re supported by good management and realistic workloads. Translation: AI might automate, but it won’t meditate for you.
Third, remember that creativity thrives on perspective. Some of the best ideas of 2025 came from slowing down, from advertisers who brought humour, honesty and humanity back into the feed (I bet you remember Duolingo’s campaign, don’t you?). It’s proof that joy still cuts through the noise and so do brands that remember why people care.
So, close a few tabs, take a walk and stop apologising for not knowing everything. Growth doesn’t mean running faster, it means running smarter.
That’s all the wisdom I’m dishing out for this month. I’ll be back soon to rummage through my inbox and tackle a fresh digital dilemma – so if you’ve got one, send it my way at [email protected]. In the meantime, explore our website for plenty more practical insights and inspiration (trust me, it’s worth a browse).
And if you’re after a dose of digital inspiration, look no further than IAB UK’s Joy of Digital Award for brilliant examples of brands that are nailing campaign creativity. September’s recipient, Lime Bikes, took home the title for its Strike Day campaign – a smart, real-time response to UK tube strikes that turned travel disruption into an opportunity. By using contextual out-of-home and social messaging, Lime cleverly positioned itself as the go-to green alternative for stranded commuters, proving that agility and purpose can go hand in hand.
