The musical chairs of the luxury creative directors and unconventional brand ambassadors led to the most media impact value so far in 2025.

That was the finding of Launchmetrics’ year-in-review data, released last week.

The conversation in 2025 was dominated by creative director appointments at luxury houses and brands and drove “significant spikes” for the brands involved, said Katherine Knight, vice president of brand and communications for Launchmetrics.