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

Yasmine:
“The wave of consolidation in media will continue unabated in 2026. Large players are increasingly acting as “frenemies”: Netflix will carry linear TF1 channels in France next year, and Disney+ is sharing content with ITV in the UK, unthinkable just a few years ago.

What does concern me are the budget cuts at public broadcasters. As iconic formats disappear, so do incubators for talent and innovation. Public broadcasters will need to find new ways to remain relevant and creative. Meanwhile, AI is penetrating ever deeper into the value chain. “Total search,” where AI, retail, and social operate as a single ecosystem, is now truly coming to life. Shopify’s integration into ChatGPT is a clear signal of what’s ahead.”

What will be the defining trends within advertising?

Yasmine:
“Worldbuilding will play a key role. Brands can no longer rely on isolated campaigns; they must create a coherent universe that works everywhere — from digital experiences to physical stores. Creator marketing has matured, shifting from a tactic to a full-fledged channel that, for some brands, now delivers higher ROI than traditional TV.

Research by Oxford and WPP Media (“How Humans Decide”) also shows that 84% of purchases are made by people who have already been influenced before they even start searching. That says a great deal about where advertisers should focus their creativity and media investment.”

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

Yasmine:
“Consumers expect brands to take responsibility. Over the past year, VIA and BvA have made important progress toward a shared framework, aligning publishers, agencies, and advertisers. Within WPP Media, we make ESG tangible through tools like the Carbon Calculator, which measures and reduces campaign CO₂ impact, and Inclusive Planning, ensuring diversity and inclusion are structurally embedded in media plans.”

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

Yasmine:
“My media mix has changed significantly. In mid-2024, I removed TikTok from my phone, which brought a surprising sense of calm. Instead, I started reading more and actively seeking out communities. As a long-time believer in community-driven thinking, I launched my own WhatsApp community, FutureWorld, in October. Every weekday, I share news about the future of media and marketing with approximately 150 members. For 2026, I expect this community trend to grow even stronger. People are increasingly looking for spaces where conversations feel genuine and where they experience real connection, a clear counterreaction to the endless scrolling model.”

What are you most looking forward to in 2026? (e.g. industry developments, business events, sports competitions, concerts, festivals)

Yasmine:
“It’s tempting to mention the sports summer, as it will undoubtedly have significant impact. The KNVB will activate the “Ons Oranje” experience in a new way, on a different continent. But I usually prefer to look slightly beyond the obvious.

In gaming, there is huge anticipation for Grand Theft Auto 6, thirteen years after the previous release. In music, I’m expecting a lot from the New Wave concerts by Frenna, Lil’ Kleine, and Idaly, as well as Rosalía’s performance in April. Film will be a celebration of familiarity, with The Devil Wears Prada 2, a new Hunger Games, a Michael Jackson biopic, and Avatar: Airbender. Personally, I’m most excited about Dune: Part Three.

But perhaps what I’m looking forward to most are those unexpected cult hits that suddenly become the conversation of the year.”

What do you wish for the industry in 2026?

Yasmine:
“My wish is that we not only embrace change, but do so with greater humanity. The more technological our world becomes, the stronger the need for genuine connection. Let’s remain curious, critical, and ethical, and above all, give each other the space to experiment without losing sight of our values.”

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

Yasmine:
“I haven’t spoken to my former “boss,” Phileas Fox, in quite some time, but I know he has an interesting perspective on developments in media and technology. I would ask him: Which human and ethical values do you believe we should embed in the future of our profession? That conversation feels increasingly urgent.”