Looking back and ahead
Turmoil is the new normal
As 2025 comes to a close, one thing is clear: waiting for "things to get better soon" is not a viable strategy. The world has remained noisy, and the economy has had its share of mood swings. Treating that as a temporary hiccup ends up building an agency that only works in perfect conditions. We've learned the opposite. Turmoil isn't a phase; it's the new normal.
The real job is to adapt, keep your balance, and build a company that can do great things even when the weather refuses to cooperate.
Lesson learned
My biggest lesson in 2025? I trusted too much in hope. Facts are facts, even when they force tough decisions and everything that comes with them. It's still better to make the hard calls when you know it's necessary than to postpone reality and pay for it later with interest.
This isn't the romantic part of leadership, but it is the honest part.
Things that made me proud
A few things from 2025 that genuinely made me proud. First, the perseverance of all Drama Queens through a year that wasn’t exactly handing out freebies. Second, the work itself: great ideas, excellent execution, and results our clients can point to with a straight face and a smile. Third, the new clients who chose to trust us with their challenges. That trust is earned, and it’s never something I take lightly.
Another thing I’m proud of is not the sexiest one, which probably means it matters most. We focused on the core, tightened the small details, protected what makes Drama Queen work and trimmed what didn’t. Those “small” choices add up. Now they’re adding up in the right direction, and it’s starting to show.
And finally, maybe the most important one: we’ve built a more solid ground to stand on as we walk into the challenges of the coming year. It doesn’t mean the road gets smooth. It means we’re better equipped to handle it.
My 2026 promise
Even if things feel a bit better right now, I’m not letting that fool us. Hard work still works. Not a slogan, just reality. The discipline that got us here is the same discipline that will keep us healthy in 2026, and mediocre performance is simply too expensive for us to carry.
Personally, I’m making one clear decision for 2026: I’ll be more present. The last few years have pulled me a bit too far inward. Now it’s time to be more part of the team again, more visible, more available, more human. Because a healthy agency isn’t only about numbers and process. It’s people who can do great work in a safe, good place to be.
Our Anniversary Year 2026
In 2026, Drama Queen turns 30. This is a significant milestone for an independent agency that started in 1996 in Turku with a team of just three. Today, we operate across the Nordic region and serve clients worldwide. That makes 2026 a particularly special year for us.
I wish a happy and successful New Year 2026 to all Drama Queens, our clients, and everyone who reads this to the end.
Matias Mero
CEO
