Founder of Big Black Door and ex Heineken, Arla Foods, and Weetabix marketer, Gareth Turner, on why the AI revolution will not slow down in 2025, why Waitrose is winning the Christmas advert battle, and why Alaska is not for him.

1.     Describe 2024 in three words…

Growth Rewarding Football

2.     Plug those three words into What3Words and that is where you are going on holiday next year. Where is it and are you happy?

In the middle of nowhere in Alaska by the Yukon River.  It looks a bit remote for me – I’m more of a city break kinda guy.

3.     What do you want in your Christmas stocking in the real world?

A surprise.  I’m awful at thinking of present ideas for myself (and others).

Whilst it looks lovely, the wilds of Alaska is just not for Gareth.

 4.     Chat GPT knows you very well so you have asked it to create your perfect Christmas. Where are you, who is cooking and what entertainment have you got lined-up?

I’m at home, with friends, family and a roaring log fire.  I’m drinking Timothy Taylor Landlord beer before lunch whilst listening to a Christmas playlist.  Lunch is a rib of beef from my local butcher with the full Christmas veg selection followed by a cheeseboard.  We’re all drinking a Brunello.

5.     How old were you when you stopped believing in Santa? Did you ever stop?

Whaaaaat?!  You can’t just put that without a warning. 

6.     What’s your single marketing biggest lesson of 2024?

That the harder you work on your business, the more you get out.

7.      What’s your favourite ad/campaign of 2024?

Loving the Curry’s social media videos at the moment. 

 8.     Who is winning the best Christmas ad battle in 2024?

I’m not sure that 2024 is a vintage year for Christmas ads.  I’m going for Waitrose just because it has Joe Wilkinson in it.

9.      What are your 3 big predictions for 2025?

AI, AI, AI – the speed of improvement is incredible, especially when it comes to video production.  The quality of the video itself is improving very rapidly.  My prediction is that the ideas behind the ads themselves will start to improve though, and AI ads will begin to be more emotional than they are right now

10.     Which brand should we look out for next year?

According to Nostradamus, 2025 is going to be a year of transformation for the zodiac signs.  So perhaps Red Bull (Taurus) will transform into something new – Red Bull Nootropics perhaps?

And finally…

11.     Mince Pies - Christmas food heaven or hell?

Heaven all the way.