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    Marketing Spend

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    RECEIPT #RAJA-R

    JAN 22, 2025

    Partially right.

    PREDICTION BY

    Raja Rajamannar
    “Advertising as we know it is dead. The need for communication is still there, but it's not happening through advertising any more.”

    FOLLOW-UP

    Partially right. Mastercard really did shift budget into experiential and sensory marketing, and interruption-first advertising keeps losing share to creator, retail-media and experience spend. But advertising as a whole is nowhere near dead: global ad spend passed $1 trillion for the first time in 2024 and kept growing. The blanket claim outruns the evidence; the directional one stands.

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