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Welcome to the Brief, The Media Leader’s round-up of media news.

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.

Adapting to AI-driven discovery and agentic commerce doesn’t just mean rewriting the rules of SEO; it also means rebuilding marketing strategies.

OOH offers multiple ways to connect with audiences, but the many routes to market can make it complex to navigate. Let a specialist be your tour guide, says Posterscope’s planning and buying director.

True social-first thinking means re-engineering how strategy moves, how creative is made, and how performance is measured. SocialChain’s group strategy director explains.

Are you helping your audience, or are you just getting in the way? Helpfulness and empathy provide the ultimate cut-through, says Transmission’s head of client services.

The 2026 FIFA World Cup time difference will see match-day attention splinter across live broadcasts, morning replays and endless highlight reels. How will advertisers adapt? Yahoo DSP’s Alice Beecroft predicts the results.

AI is cutting costs, speeding up production, refining targeting and making it easier for advertisers to optimise their programmatic audio campaigns. So why aren’t more brands embracing this ad format?

To ensure the survival of our sector, stop funding actors whose actions are as corrosive to society as to professional advertising, says Bob Wootton.

Transparency and control in CTV advertising have not kept pace with the scale and sophistication of streaming platforms. The gap needs to be closed, says DoubleVerify.