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News analysis, opinion and insight for media and advertising professionals

Future of Brands 2026: What to expect

Future of Brands 2026: What to expect

This year’s theme centres around one question: What becomes possible when exceptional people have exceptional tools?
Events aren’t a moment; they’re a media channel

Events aren’t a moment; they’re a media channel

Investing in events doesn’t mean inventing a whole new set of metrics, tactics and thought processes. Yes, there are nuances. But ultimately, events are a performance channel, says Cvent’s European marketing director. 
In a vertical world. Are we losing the ‘art of the horizontal’? 

In a vertical world. Are we losing the ‘art of the horizontal’? 

We need to rediscover an ability to think plurally, to think multiple-disciplined, to think ‘horizontal first’ and to champion ‘horizontal mavericks’, writes OMD’s Clare Peters. 
The attention shift reshaping publishing and advertising

The attention shift reshaping publishing and advertising

Video, first-party data, and experiential are increasingly overlapping. Consumers move between formats without paying much attention to their boundaries, writes Reach’s strategy director. 
Every £ Twice: How much are brands wasting on duplicated reach?

Every £ Twice: How much are brands wasting on duplicated reach?

Ahead of his session at The Future of Brands 2026, Bruno Furnari, CPTO at AudienceProject, will explore what overlapping reach is costing media budget’s – and how to fix it.  The Media Leader talked to him ahead of his session to find out more. 
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Opinion

What actually triggers a media re-rating?

Re-ratings only occur when a threshold of confidence is crossed, and certain markers are hit. Netflix is a perfect example, writes analyst Ian Whittaker.

The biological compass: How modern tech reveals our ancient human truths

It’s not that artificiality is inherently dangerous. It is that people can tell when something is being offered honestly and when it is trying to pass itself off as the real thing. Phil Rowley explains.

How to manage your team’s and your job search in the face of redundancy

NABS offers practical steps to support your team and yourself during job loss.

Industry News

The Brief – Tuesday 28 April: WHCD, page views at regionals decline, C4 Black in Business and more

The Brief – Tuesday 28 April: WHCD, page views at regionals decline, C4 Black in Business and more

Stagwell aims to increase working media with FreeWheel-powered marketplace

Stagwell aims to increase working media with FreeWheel-powered marketplace

The Brief – Monday 27 April: Meta layoffs, Axel Springer’s lack of due diligence and more

The Brief – Monday 27 April: Meta layoffs, Axel Springer’s lack of due diligence and more

What next after the social media addiction trial? With ScrollAware’s Jess Butcher

What next after the social media addiction trial? With ScrollAware’s Jess Butcher

The Media Leader partners Advertising Association’s MBC programme

The Media Leader partners Advertising Association’s MBC programme

Ocean Outdoor UK launches immersive advertising experience

Ocean Outdoor UK launches immersive advertising experience

Media sustainability initiative launched to tackle nature restoration 

Media sustainability initiative launched to tackle nature restoration 

The Brief – Friday 24 April: Shareholders approve Paramount acquisition of WBD and more

The Brief – Friday 24 April: Shareholders approve Paramount acquisition of WBD and more

Data Analysis

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Campaign ROI is maximised when audio gets 25% of spend, finds Radiocentre report

Tech firms must enforce tougher age checks for social media platforms, regulator says

Tech firms must enforce tougher age checks for social media platforms, regulator says

The measurement debate TV really needs to have

The measurement debate TV really needs to have

Rajar Q4 2025: Heart Breakfast remains top commercial show after reporting strong growth

Rajar Q4 2025: Heart Breakfast remains top commercial show after reporting strong growth

Data Snapshot

Data-led charts from across the UK media landscape

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The Future of Brands

The Future of Brands is the UK's leading event dedicated to connecting and inspiring brand marketers about the future of media and advertising. Curated with our community of 700+ brand marketers in mind, you can expect some of the smartest minds behind the world's leading brands to explore the latest in media and advertising. In 2026 we'll shine a light on what’s possible when human creativity and technologies converge and help you to prove that marketing is an investment, not a cost. From the impact of AI to media effectiveness, measurement and big idea creativity, The Future of Brands is packed with insights and case studies that will transform the way you think about media and advertising. Secure your brand’s growth at The Future of Brands 2026.
29 April 2026

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