Welcome to The Media Leader’s live coverage of LEAD 2026, taking place today at the QEII Centre in Westminster. The Advertising Association’s centenary summit, hosted with ISBA and the IPA, brings together over 450 senior leaders from across the political, media and advertising landscape under the theme “Leadership Through Trust”.

The Media Leader and the PPA Magnetic convened senior publishing leaders, agency planners and strategists at our London head office at a roundtable discussion to discuss how trusted editorial and human connections translate into outcomes.

As we kick off 2026, we asked members of The Media Leader’s Future 100 Club to share their aspirations for the year ahead. From sustainability and trust to talent and collaboration, here’s what the industry’s rising stars are hoping for in 2026.

Social media may be attractive, cheaper and addictive but Media Pulse’s Deborah Gurofsky asks is it memorable?

The brief – The Media Leader’s daily round-up of media news.

Lumen’s Mike Follett responds to feedback on his provocative comment that planners “do your fucking jobs”, lest they risk replacement by AI tools.

A new study examined how high-attention media formats boost profitability, uncovering an ‘astonishing absurdity’ in marketing practice.

Lumen Research and TVision’s latest report found the traditional festive formula is no longer effective in grabbing attention and advised brands to lean into unique iconography and music.

TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands. 

VCCP Media’s chief strategy officer joins host Jack Benjamin to discuss research into how distinctive brand assets are key for maximising attentive impressions.