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A very young tradition, but one we are extremely proud of. For the third year in a row, FD Mediagroep asked media insiders about their expectations for 2026. Below, they share their views on expectations, media behavior, and wishes:
Milan van Vugt; Head of Content & Partnerships Initiative, UM and Yune
Jens van der Wegen; Strategy Director, OMD
Leon Bultman; Partner, The Committed Agency
Yasmine Abdelkaui; Senior Business Development Manager, WPP Media
Lars:
“In 2026, I expect a clear acceleration toward AI-driven search and social platforms. For brands, this means content and data must be aligned far more precisely with new search experiences in order to remain relevant and discoverable in an increasingly complex digital landscape. At the same time, AI is evolving from a supporting technology into a full-fledged decision-making system, delivering deeper consumer insights and enabling real-time campaign optimization.
This results in more personalized, effective, and efficient marketing, while AI agents increasingly automate operational tasks.
Additionally, creativity will take on a stronger strategic role. In a fragmented market where attention is scarce, culture, communities, and creators will become decisive for brand-building success — not only for large corporations, but also for SMEs and startups. Brands that invest in authenticity, humanity, and sustainable customer relationships will gain a structural competitive advantage.
In short: those who want to win in 2026 must dare to innovate, deploy technology intelligently, and continue building trust and relevance.”
Lars:
“Consumers expect greater clarity and relevance, making strong customer relationships increasingly critical for brand growth. Organizations that structure their data effectively and securely connect AI to first-party data gain a true competitive edge, not by producing more campaigns, but by turning marketing into a single learning system.
This enables brands to understand customer needs faster, adjust more quickly, and consistently deliver relevant content. The real advantage lies in combining technology, creativity, and strategic insight — that’s where differentiation happens.”
Lars:
“ESG objectives must be firmly embedded in both corporate and brand strategy. Brands can no longer be commercially relevant alone, they must also assume societal responsibility. However, ESG doesn’t need to dominate every campaign.
The key question is credibility: do we deliver on our promises, and what’s in it for the customer? Brands that authentically live ESG values gain a natural advantage. Those that claim sustainability without proof lose credibility immediately. ESG must therefore be part of both brand strategy and campaigns, but only when promises can truly be kept and are relevant to the audience.”
Lars:
“In 2025, my media mix shifted even more noticeably toward digital. I now read newspapers almost exclusively online, both Dutch and international, and my AirPods were working overtime due to the amount of music and podcasts I listen to. In addition, I increasingly started using AI tools. What initially focused mainly on text-based input and output via ChatGPT or Gemini has now expanded into much more frequent use of creative AI applications and agents.”
Lars:
“I’d love to reconnect with Dionne van Dijk, a former partner with whom I collaborated very successfully a few years ago. I’m curious how she, from her digital role and expertise, views the changes within social media for the coming year. Which trends does she see emerging, and where does she believe opportunities lie for brands to remain relevant in an ever-evolving digital landscape?”
