Advertising Association (AA) president Andria Vidler speaks to James Longhurst on stage at Future of Brands.

Live coverage from The Media Leader team from the Future of Brands 2026

This year’s theme centres around one question: What becomes possible when exceptional people have exceptional tools?

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. 

Meanwhile, YouTube remained top in Beano Brain’s 100 Coolest Brands for 2025.

Watch: Rebecca Dibb-Simkin also discussed why marketing is central to the energy company.

Delegates were warned at The Future of Brands that they must understand and influence how large language models perceive and communicate about their brands to consumers asking for product recommendations.

Creators report feeling concerned over creative constraints, unrealistic deadlines and excessive content revisions required by brands. But getting the relationship right can lead to better results as the creator economy professionalises.

A panel at last month’s Future of Brands advised that getting more out of your data starts with a change in philosophy in caring about not audience demographics but the behaviours that drive consumers to purchase.

At The Future of Brands, the cross-media measurement initiative’s planning director explained the reporting options for users.