2025 marked Loom’s 16th year in business – a milestone shaped by change and growth. This has been a reset year in the best possible sense: a moment to step back, refocus and prepare for the digital landscape ahead.
Below is a snapshot of what’s been happening in and outside Loom over the past 12 months.
Navigating an ever-changing industry
Few years have reshaped digital marketing as profoundly as 2025. AI has dominated conversations and Loom has spent much of the year deepening its understanding of the opportunities this presents for clients.
“The biggest shift we’ve seen is in the AI search landscape. It’s changing user behaviour, redefining organic visibility and reshaping how content is discovered. We’ve upskilled to meet the challenge so we can help clients make the most of this exciting opportunity in 2026.” Karen
At a service level, this has meant rethinking our core delivery:
- Evolving SEO strategies to reflect the rise of AI Overviews, LLM-powered answers and increasingly fragmented search journeys.
- Adapting reporting as organic traffic declines and zero-click searches continue to grow year on year. Success can no longer be judged on clicks alone.
- Building trust and authority as key visibility signals for AI-driven surfaces which is essential for long-term growth across ever-evolving search ecosystems.
These shifts aren’t limited to organic search. Paid media is entering a new era, with ads expected to become woven into LLM infrastructure. AI agents will eventually act on behalf of users; consuming outputs, comparing results and even completing purchases.
For brands, this means one thing: integration matters more than ever. Growing visibility requires a digital strategy that utilises the benefits that a SEO, paid media, data and content have to offer as part of one cohesive strategy. This will be the competitive advantage for brands in 2026, and one of the reasons for evolving our MultiChannel service offering. More on this below…
Investing in people, skills and culture
Loom is powered by its people and 2025 has been a year of meaningful development.
We piloted a new coaching programme with an external partner, providing the team with a structured space to grow, reflect and consider their long-term career paths. Each team member walked away from this programme with new skills, a confidence boost, and a renewed sense of direction.
Three brilliant team members also joined Loom this year. Alex and Hollie strengthened the Paid Media team, while Hannah expanded Loom’s multi-channel offering.
We also welcomed Jeremy Hayward as a Board Advisor to support long-term planning and strategic direction as the business evolves.
Retention remains something the agency is deeply proud of, with a significant proportion of the team having been with the business for many years. To recognise this commitment, we introduced length of service awards at 5-, 10-, 15- and 20-year milestones. This year, Romy celebrated her 5-year anniversary with us.
And in a highlight for culture and values, Loom was recognised in the Great Places to Work 2025 initiative, as well as being named among the Best Workplaces for Development and Best Workplaces for Women.
Strengthening client partnerships and services
In 2025, we welcomed a diverse selection of new clients, with a particular focus on value-aligned, purpose-led brands. It has also been a year of deepening the value Loom delivers to clients through:
- A refined multi-channel approach, bringing paid, organic, content, data and strategy together more tightly than ever.
- Achieving Microsoft Elite Partner status – a testament to Loom’s expertise and commitment to platform excellence.
- Launching a new video service ,tohelp our clients elevate creative storytelling and performance across channels. We worked together on our first ever Loom showreel,a real celebration of the people and expertise behind Loom.
- Expanding AI Search and GEO (Generative Engine Optimisation) thinking across the agency, preparing clients for discoverability in AI-first environments.
We never take client relationships for granted, and, in 2026, we’ll start to formally check client satisfaction through regular NPS feedback and structured client reviews. We are focused on enabling consistent improvement through a trusted relationship.
B Corp and positive impact
Loom’s commitment to responsible, ethical and sustainable marketing has remained central throughout the year.
- The agency donated 1% of its profits to its charity of the year, Cots for Tots.
- Published its Year 1 Impact Report, outlining progress and future goals as a B Corp.
- Contributed to the Responsible Advertising project with the University of Bath, exploring the future of ethical digital practice. More on this coming in 2026…
Community, events and shared learning
2025 was also a year of inspiration and collaboration across the wider industry. The team attended events, including:
- Google Marketing Live
- BrightonSEO
- Women in Tech SEO
- PurposeFest
- Bristol’s Building Brands
- Agency Hackers Bristol
- BCI-organised events
These conversations continue to shape Loom’s thinking and its approach to the future of digital.
Looking ahead
2025 has been a foundation-setting year, one that has had to carefully balance industry change with internal growth.
“The pace of digital change is only accelerating -but so is the opportunity. Our focus for 2026 is simple: continue investing in our people, deepen our partnerships and help brands grow sustainably in an AI-shaped world.” Nikki
Loom enters 2026 with clarity, momentum and a shared sense of purpose – ready to support ambitious brands through the next chapter of the digital industry’s evolution, making sure they stay ahead of the competition through brilliant performance marketing.
