How about admitting that we don’t know everything and that the creative process is built on trial and error? That it’s through mistakes that we grow? Are we going to keep playing it safe, or are we going to create something that will be remembered?

A few weeks ago, António Fuzeta da Ponte, Brand and Communication Director at NOS, challenged all brands and agencies in [this article] to collectively declare that today is the time to start making dreams happen. Challenge accepted! But without drama or inflated egos—this isn’t a boxing ring; it’s an invitation to creative provocation. If agencies aren’t challenged to think beyond, who will be? We are the ones who transform the ordinary into something memorable, who bring to life ideas that make a difference.

There’s a lot of talk about “today.” But “today” isn’t just another day on the calendar. It’s a stage, an opportunity to do what we do best: create impact, move people, and leave a legacy. But are we truly ready for this challenge? Not just this one, but the challenge of an increasingly skeptical market, where consumers demand authenticity while being the first to call out any misstep?

Authenticity has become the buzzword of the moment. It fills trend reports, inspiring presentations, and even our most passionate speeches (yes, we’ve all fallen into that trap). But are we actually practicing it? Or are we just crafting polished versions of reality, tailored to please the algorithm?

2025 will not be a year for empty talk. You’re either real, or you’re irrelevant. Brands need to be genuine, responsible, and, above all, human. Because technology can do a lot, but there’s one thing it will never replace: a true moment, a real impact. And if we don’t know how to create that, then we’re doing it all wrong.

And by the way, why are we still afraid? Afraid of failing, of pitching ideas that might be rejected, of stepping off the safe path. How about admitting that we don’t know everything and that the creative process is built on trial and error? Those mistakes are where we learn and grow? It’s time to stop talking about innovation and start practicing it. Create. Test. Fail. Take risks. Not just to please clients, but to build something that truly matters.

Yes, today is the day. But what about tomorrow? Are we going to keep playing it safe, or are we going to create something that will be remembered? The stage is set. Who’s going to step up?

This article was published in ECO.