2025 was a rollercoaster. We’ve experienced big highs as well as big lows. We responded to technology, economic and geopolitical forces that felt like they all hit at once, from all sides. The key takeaway is remembering how adaptable we are as a team, and as a business. As an independently-owned firm for almost 30 years, Mahlab has navigated periods of uncertainty and volatility before. 2025 was a year of rapid change that impacted the clients we work with, the work we do for them and the skills we needed. 

For our Australian clients, this saw us delivering more strategy work, supporting our clients to address the complex organisational challenges they’re facing whether that’s DEI, customer and member retention and acquisition and how to communicate with an increasingly complex stakeholder mix that’s everharder to reach and get attention with.

In Asia, we’re working with B2B organisations who need to communicate with diverse, multicultural audiences. Doing this well at scale is hard but our proprietary AI tool, CampaignScaler is enabling us to scale global content-led campaigns, producing high quality, multi-language content more accurately and 4x faster than a traditional production workflow.

Some things haven’t changed. The Mahlab team continues to show up every day for our clients pushing themselves to deliver work that works. They’re asking the right questions to deeply understand their challenges and applying their critical and strategic thinking to transform how they communicate and I’m really proud of what we’ve achieved.