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
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