Marketing in 2026: Accountability, Effectiveness Measurement & Responsible AI
Leaders at mediasense share perspectives on what’s reshaping marketing today and what the industry must prioritise next.
Leaders across mediasense share their view on the forces reshaping marketing and where organizations should focus next. Four priorities stood out:
- Cutting through hype and uncertain
- Reframing effectiveness measurement
- Adopting AI responsibly
- Building future-ready media capabilities
Across each theme, a clear requirement emerged: greater accountability and an uncompromising focus on demonstrable business impact.
When asked what the industry needs more of, responses converged on two fundamentals: stronger strategic thinking and better investment in people.
That translates into doing more with less through smarter operating models, optimizing for effectiveness (not just efficiency), accelerating progress on gender parity, and recognizing the practitioners delivering change on the ground.
In short, the next phase of marketing performance will be shaped as much by capability and culture as it is by technology.
Featured in these clips:
- Ryan Kangisser, Chief Strategy Officer
- Dan Brown, SVP Client Strategy
- Stephanie Claxton, Practice Lead, Digital
- Jack Shearring, Head of Transformation
Get access to the thinking that shapes tomorrow’s marketing
Up next
Cannes Lions 2026: Two Key Conversations Shaping Marketing’s AI-Enabled Future
How will AI reshape marketing's future? Two Cannes Lions discussions explored the implications for talent, agency models and value creation.
Agentic AI in Programmatic: Which Way Now?
Agentic AI is generating significant interest across the advertising industry, but adoption remains in its early stages. Leo Oliveira explores what advertisers need to know and where the technology may have the greatest impact.
mediasense Appoints Sam Tomlinson as CEO
mediasense has appointed Sam Tomlinson as CEO, reinforcing its ambition to remain the industry’s most trusted independent marketing advisor.