Quantious’ Lessons from Meltwater Summit 2025
Recently, the Quantious team traded our laptops for lanyards and headed to the Meltwater Summit 2025, where we soaked up insights from leaders across tech, media, and the great beyond (literally—Dr. Jonny Kim zoomed in from space).
From Reese Witherspoon’s brand wisdom to grounded advice on AI experimentation, we left with our notes app full and our brains buzzing with fresh ideas.
Here are some of our favorite takeaways… equal parts practical and perspective-shifting.
We learned a lot about brand-building and creativity, especially from Reese Witherspoon:
Your brand is allowed to be a little messy: As a brand or brand-builder, it’s more often than not crucial to show the messy aspects of life on social media. Don’t be afraid to show what it takes to balance it all (or not).
Scheduled creativity is a bummer, but there’s a way to make it work: Creativity is infinite, but inspiration often doesn’t come when you need it. When inspiration hits, record a voice note or get a notebook out then and there. Capture it in that moment, and don’t let it escape.
Follow artists, museums, creatives on social media: Pay close attention to history, art, and museums if your aim is to be creative (or more creative). Inspiration doesn’t usually come from within the scope of your own industry or work. You need to follow accounts in areas that you typically don’t pay much mind to.
Marketers love data: Data helps you prove that you’re right. And when you’re not right, you can ignore the data and say that you “took a creative liberty”.
There’s no “I” in Team: Your wins usually don’t belong to only you. When you’re winning, it’s likely that there were others involved behind the scenes. Share your success with your teams, and focus on winning together.
The lessons on technology and artificial intelligence (AI) were, of course, some of our favorites:
We’re seeing big new trends in AI: Popular AI topics were vibe coding, AI in product imagery and advertising, and AI agents. One of the top emerging use cases for AI right now is therapy and mental health.
Strong communities will be crucial to fighting AI misinformation: It’s easier and cheaper than ever to use AI to create deepfakes and share misinformation about a brand or its leadership. When you’ve established a strong brand community, you’re better suited to combat these instances.
You don’t need to be a tech company to embrace tech: Crumbl, the cookie company, might not be the first company to come to mind when you think of technology. Turns out, they’ve been able to elevate their product and optimize it by leveraging tech.
There’s no longer one social platform for advertising: Instagram used to be the go-to platform for social media marketing, but that’s changed. Brands are now diversifying their social strategies and experimenting with platforms, to find what best suits them and their community.
Put time to experiment into your schedule: If you’re not up to speed with the latest AI, spend just 20-30 minutes a day experimenting with different tools. This is one of the best ways to practice prompting, determine which tools work best for you, and stay updated with the latest features and integrations.
Whether you’re leading a team, building a brand, or trying to understand if vibe coding is a real thing (it is), one thing’s clear: the intersection of tech, creativity, and community is where the magic is happening.
Meltwater Summit 2025 reminded us to stay curious, stay collaborative, and never underestimate the power of a well-timed voice note.