The Year Ahead 2026: A look at the agency landscape

At the Year Ahead event held on 8 January, the founder of the7stars, Jenny Biggam, joined The Media Leader to look at the agency landscape and what needs to evolve in 2026.

Biggam pointed to the Omnicom-IPG merger, which closed in Q4 last year, creating the world’s largest media holding group.

The healthy spectrum of independent agencies was also highlighted, and Biggam spoke of their collaboration.

Turning to AI, Biggam described it as an “exciting time” and stated that the7stars is investing in “loads of tools and ways of working,” and how she encourages “curiosity” around AI.

Looking ahead to how agencies need to evolve, Biggam outlined how advertisers need to be “more thoughtful” in their approach, combining solutions that incorporate creativity, tech and human insights, especially around data.

Watch the full video below: