25 years of nothing

A reflection on what it means to turn 25 in a sector where everything is constantly changing, and precisely because of that, one must learn to start anew every day.

Today, 20 May 2026, MIG Prisma celebrates its 25th anniversary.

Twenty-five years is a long time.
That 300 months, over 1,300 weeks and over 9,000 days have passed since that first day.

And it would be true. But it would also be a rather incomplete way of telling it.

Because when you look back after 25 years in this sector, the first feeling isn't exactly one of having travelled in a straight line. It's not a tidy film. It's not a clean succession of stages, milestones and achievements. It's more of an accumulation of changes, decisions, doubts, learnings, mistakes, intuitions, unexpected twists and beginnings that you didn't always know were beginnings.

Creativity, marketing and communication have never been a stable territory; they don't evolve in an orderly fashion: they mutate.

The channels are changing.
The codes change.
Audiences are changing.
The tools are changing.
Languages change.
The ways of working are changing.
It even changes the way people pay attention, trust, buy, give opinions, get information or relate to a brand.

Over these 25 years, we've seen formats, platforms, technologies, trends, and seemingly definitive promises be born, grow, die, and transform. We've learned that what seemed indispensable yesterday can be irrelevant today. And that what we don't quite understand today might be the new norm tomorrow.

That's why turning 25 doesn't make us feel like we have all the answers. Rather, it confirms the opposite.

It confirms that answers age. That formulas expire. That repetition is comfortable, but also dangerous. That experience cannot become an excuse to do things the usual way. That knowing how to do something doesn't necessarily mean knowing how to solve what comes next.

Experience, when it truly serves us, is not a repository of solutions but a way of looking. It helps us to read contexts better, to ask better questions, to distrust overly quick certainties, and to understand that behind every project lies a specific complexity. A problem that isn't entirely like the last one. A brand with its own history. An audience with its contradictions. A business with its urgencies. A cultural moment with its own tensions.

Perhaps that's why we've wanted to celebrate these 25 years by talking about the Nothing.

Nothingness demands thought. It demands pausing. Listening. Analysing. Doubting. Deciding. Going back. Shifting focus. Accepting that not everything is resolved. And, above all, assuming that each project deserves to be treated as if we don't know too much, even if we've spent 25 years learning. It's probably one of the great paradoxes of this industry: the longer you've been in it, the more aware you are of how little one should take for granted.

That's why, perhaps for some, turning 25 might be a milestone. For us, it's nothing.

Because facing nothing is the only way to dare everything.