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
The Challenges of Retail Media’s Evolution
Retail media is no longer just a trade marketing concern. Leo Oliveira explores how the channel has evolved, why many brands remain constrained by outdated structures, and what marketers can do to realise its full value.
Building Better Marketing Systems in APAC
Most APAC marketers recognize the importance of balancing brand building and performance. The greater challenge lies in building an operating model that can sustain both over time.
The Integration Gap in Integrated Marketing
The challenge with integrated marketing isn't a lack of technology, it's the ability to connect people, processes and priorities. Lauren Tiley explores why fragmentation persists and how organisations can create more seamless customer experiences.