What developments do you expect within the media industry in 2026?

Leon:
“In 2026, I see PR evolving into a dominant force within the media landscape. The effectiveness of purely paid media is declining: younger audiences increasingly distrust advertising, social algorithms favor earned content over promotional messages, and authority becomes critical as search behavior shifts from keywords toward recommendations, creators, and AI-driven results. Brands that work in an integrated way, where PR, content, and paid media reinforce one another seamlessly, will realize real growth.

The dominance of Big Tech remains a crucial factor. Platforms increasingly determine what we see, how we search, and which sources still receive reach. This only heightens the need for a diverse media landscape. We cannot afford to become fully dependent on algorithms driven primarily by commercial interests. As a result, quality journalism becomes increasingly important, offering context, scrutiny, and reliability in an environment of growing noise and polarization. Both brands and consumers benefit from a healthy ecosystem where tech, independent media, and trustworthy information are in balance.”

What will be the defining trends within advertising?

Leon:
“AI will be the defining factor in advertising, not as hype, but as a structural shift in power. We’ll see an explosion of AI-driven tools that completely reshape creation, targeting, and optimization. Competitive advantage will shift to those who integrate these tools intelligently into their workflows.

At the same time, major advertising platforms will continue building out their own AI layers, making campaigns increasingly self-optimizing. The real differentiator will be agencies that don’t use this technology simply to automate more, but to free up time for what truly moves clients forward: attention, strategic guidance, and meaningful thinking.”

How do you see the role of technology, especially AI, evolving in 2026?

Leon:
Technology, and especially AI, will be the engine behind both growth and quality in 2026. We’re moving into a phase where AI not only optimizes campaigns but improves entire processes: from research and strategy to creation and reporting. Agencies that integrate this at a mature level will create structural value.

At our agency, AI fully serves the client. We heavily automate repetitive processes so our specialists can focus on what truly makes the difference: strategic thinking, creative quality, and intensive guidance. Technology increases efficiency, but the real impact comes from people who gain the space to add value.

How do you see the role of ESG objectives in campaigns?

Leon:
“ESG objectives are gaining importance, but not solely from a sustainability perspective. A critical issue is growing dependence on Big Tech. Brands increasingly realize that their visibility, data flows, and even commercial position are controlled by a handful of dominant platforms.

As a result, ESG also becomes a framework for discussing responsibility, transparency, and choice within the media landscape. Sustainability remains relevant, but the broader question is: to what extent do we want to build campaigns within ecosystems that concentrate so much power? ESG thus evolves from a sustainability badge into a broader ethical compass for media quality, diversity, and independence.”

What does your personal daily media mix look like? Has this changed in 2025, and do you expect further change in 2026?

Leon:
“Due to the nature of my work, my daily media mix is very broad. I move between trade media, social platforms, news outlets, and, of course, the physical newspaper. That’s the only way to truly stay connected to what’s happening in the world. The biggest change in recent years has been the growing role of podcasts in my routine. The format perfectly aligns with the need for depth, and I expect this to increase further in 2026.”

What are you most looking forward to in 2026?

Leon:
“In 2026, I’m particularly looking forward to further consolidation within our industry and the impact AI will have on how we work. While large agencies focus primarily on integration and scale, opportunities are emerging for smaller, more agile players to gain market share. AI lowers barriers, accelerates processes, and enables high-quality service delivery with compact teams. That combination of technological acceleration and market dynamics makes 2026 a particularly interesting year for smaller agencies in our sector.”

What do you wish for the industry in 2026?

Leon:
“I hope the industry fully commits to quality and reliability in 2026. Less blind trust in algorithms, more focus on real journalism, strong content, and transparent reach. By investing in these areas, we keep the media landscape healthy and create genuine value for advertisers.”

Who in the media/marcom industry have you not seen or spoken to in a long time, and what would you ask them?

Leon:
“We actively try to stay in touch with as many people as possible both inside and outside the industry, regardless of whether they are directly relevant to our organization. This is one of the pillars of Committed: staying close to the market, nurturing relationships, and remaining curious about other perspectives. From that standpoint, there’s really no one I haven’t spoken to “in a long time”, we continuously invest in our network to stay sharp and understand what’s happening.”