Rhys’ Annual Reflection Blog: The 2025 Edition

Rhys Denny
Dec 22, 2025
5 min read

It’s that time of year again when we all reflect on the months gone by and celebrate our many self-appointed achievements. And, while I generally dislike the sycophantic monologues clogging up my LinkedIn feed, I am - unfortunately for you lot - a giant hypocrite.

So here I am, ready to share my thoughts, feelings, and unsolicited opinions on the past twelve months. A rare opportunity to unapologetically reflect on the moments I’m proud of, both personally and alongside my fellow Aardvarks, and a year to reflect on the world around us.

As ever, you can expect brutal honesty, a healthy dose of self-deprecation, and some good old-fashioned banter. (am I still allowed to say banter at my age?)

So strap in, grab a Guinness (it’s 12 o’clock somewhere), and let’s begin.

January

While the UK enjoyed series three of The Traitors and our fellow folks across the pond eagerly awaited the Golden Globes, I celebrated turning 21. Again. Miraculous really.
Oh, and I wrote some blogs about curation. Feel free to read them if you’re bored.

February

In the same month Beyoncé took Album of the Year at the Grammys, we launched Time as a Service as part of @curate’s offering. Hard to say which one was more exciting, really.
I also joined OneTag’s demand offsite to discuss the ‘Power of Curation’ - and yes, I absolutely felt like the celebrity I was clearly born to be

March

This month saw the Office for Budget Responsibility release its economic forecast, prompting most of us to crawl into a dark corner and hum to ourselves.
Thankfully, I was on hand to brighten the month by joining OnAudience at their Data & Adtech Breakfast, where I had the privilege of dropping several “curation knowledge-bombs.”
Meanwhile, Adolescence, starring Stephen Graham, aired and stopped the nation in its tracks. Absolutely amazing.

April

While Trump dished out tariffs like the final Eurovision point handout, and Bezos catapulted six billionaires into space simply because he could, I wrote a piece for New Digital Age, lobbing yet more knowledge-grenades into the ecosystem.
Meanwhile, the latest addition to the Batman legacy (Joker: Folie à Deux) landed with a thud at the box office. Gladiator didn’t fare much better, despite Paul Mescal’s incredible temple.
Oh, and we also joined the IAB UK, becoming their most loved and esteemed member (self-appointed, but still).

May

Now this was a big one. We officially launched Aardvark, our platform, the backbone of everything we’re building.
As far as we’re concerned, Aardvark should have been nominated alongside Baby Reindeer and Mr Bates vs The Post Office at the BAFTAs. (We’ll expect our invite next year.)
I was also named one of Performance Marketing World UK’s Top 100 Powerlist 2025, recognised as an industry veteran and leader. Apparently, the official term is “seasoned,” which I’m choosing not to take personally.

June

Before escaping to the south of France, I worked through several packs of tissues (steady now) watching Inside Out 2. If you haven’t seen it yet, I urge you.
And while Taylor Swift’s Eras Tour hit peak hysteria, I was let loose at Cannes Lions Festival. Enough said. If you were there, what happens in Cannes, stays in Cannes.
@curate also supported InMobi’s Curation Hub launch, becoming a core partner. Another mic-drop, proud moment.

July

As summer rolled on, I was released into MADFEST, joining industry veterans to talk a load of nonsense, a bit of sense, and a healthy amount of moaning about the British weather.
This month also brought an affair to remember. No, not a remake of the 1957 Cary Grant blockbuster, but Coldplay’s Astronomer CEO and Chief People Officer, who were caught hugging intimately on a concert jumbotron. I can’t work out what is more impressive: the audacity to have an affair in the first place, or the media frenzy that followed. I am slightly ashamed to say it did have me hooked.

August

While TikTok was losing its mind over Jet2 Holidays memes, we launched our Deal Best Practice Guide, which went down extremely well with our punters.
I also took some time for a well-earned holiday and put pen to paper about how to excel at being a Brit Abroad. You can read that fine piece here.

September

While Cardi B dropped her Am I the Drama? album, we announced our partnership with GoWombat, the highly skilled team helping bring Aardvark to life.
We launched Anne the AdTech Agony Aunt, and the first “Letters to Anne,” which sparked delight and confusion in equal measures as many pondered why a fictional Aardvark felt more emotionally available than most tech founders.
We then released our Curation 101 self-help guide, which, through gentle womansplaining, upset a small handful of people who didn’t spot the irony. Their loss.

October

Now this month saw some bizarre headlines, including the news that the Louvre had been robbed (yes, really), and part of that mission was achieved by hacking into the Louvre’s WiFi. The password? LOUVRE for those asking. I’m not joking, read it here.
Amidst this madness, we launched our Build Your Own Marketplace model - a fan favourite that just keeps on giving.
We also welcomed the legendary Kitte, the newest and hardest-working member of the herd. Strong opinions. Good posture. Excellent cultural fit.

November

While the world got ready for the final season of Stranger Things, I spoke at AOP CRUNCH on all things curation, a highlight for me and, hopefully, not a lowlight for them.
We also published our Open Letter to Digital Ad Execs, which resonated far wider than expected.
And we opened the floodgates on Aardvark with three major new features: Global Rate Cards, Self-Serve Billing, and Fractional Worker Models
Plus, I sat down with IAB UK and The Drum to offer advice to the next generation of adtech veterans. Busy month all round.

December

After twelve relentless months, we finally paused to celebrate a genuinely good year; one built on momentum, clarity, and a refusal to be distracted by the noise.

And as I wait in the queue for Lily Allen’s 'West End Girl' tour and get ready to welcome 2026, I’m genuinely proud and grateful for everything we’ve built here at @curate.

2025 was the year @curate found its stride: a sharper identity, a stronger platform, deeper partnerships, and a growing herd of clients and collaborators who believe in doing things cleanly and honestly.

To everyone who supported us - thank you.

To everyone who challenged us - thank you too.

And to everyone who still thinks curation is just another buzzword - see you next year.

Rhys