What we’re talking to our clients about to get ahead in 2026

As we look toward 2026, the conversations we’re having with our clients reveal where the marketing landscape is heading – and what it will take to get ahead. Across sectors, budgets, and ambitions, common themes are emerging: the safe and ethical use of AI, the need for agility in fast-changing industries, and the shift towards first- and zero-party data as third-party cookies disappear. 2026 will separate the adaptable from the outpaced. Here are some of the challenges and opportunities our clients are preparing for – and how we’re helping them get ahead.  

Navigating AI safely and strategically

AI adoption is accelerating across industries, but questions remain about responsible use and real-world impact.

• A UK retail group is exploring how large language models (LLMs) and AI can improve content and audience engagement, particularly on underutilised platforms such as YouTube and Reddit.
• A healthcare provider is preparing its wider team for AI developments, ensuring employees understand how these technologies will reshape consumer search and interaction.
• A B2B services company is balancing the need to adopt AI with the desire to drive progress, asking how current service lines can integrate technology effectively.
• A fast-growing digital services business sees AI as a lever to achieve ambitious financial targets while maintaining focus on core development priorities.

The honest truth: AI works best when it’s used safely, strategically, and in a way that supports existing channels and capabilities. Next step: consider where AI could complement your existing channels, not replace them.  

Agility as a competitive advantage

In fast-changing markets, brands need strategies that are both long-term and adaptable.

• We’re supporting a beauty brand that is responding to social search becoming more visible in SERPs, while also tackling awareness in a competitive overseas market with limited budget.
• A heritage fashion brand is evolving from seasonal sales to a year-round lifestyle positioning, while we’re helping them to test international expansion in preparation for future growth.
• A retail e-commerce business is rebalancing spend from a heavily performance-led model to include more brand-building, setting up long-term success in 2026 with our expert strategy team.

Agility isn’t just about reacting – it’s about planning for flexibility and knowing when to pivot to seize opportunities. Next step: plan for flexibility in campaigns and budgets so you can pivot quickly.  

Data, privacy, and the cookie-less future

With third-party cookies on the decline, first and zero-party data will be critical for understanding and reaching audiences.

• A floral retailer is adapting to a declining SEO landscape as consumers spend more time on social platforms, content creators, and LLM-driven searches. Investment in brand and non-brand channels is being rebalanced to maintain visibility.
• A healthcare provider is addressing the challenge of consumer apathy toward essential services. Using insights, emotive messaging, and creative campaigns, they aim to shift perception and encourage long-term health engagement, even in a tighter economic environment.

Brands that earn trust – and show people real value in return – are the ones that thrive. Next step: create a strong plan for collecting customer-shared data so you can keep understanding your audience as cookies go away.  

Balancing awareness and conversion

Future success will come from balancing short-term commercial outcomes with long-term brand equity.

• A luxury lifestyle brand is shifting from a product-centric mindset to a lifestyle-led positioning, using upper-funnel activity to create desire while maintaining conversion-focused tactics.
• A retail business is adjusting budgets to increase brand awareness without sacrificing performance, aiming for a more sustainable 60/40 split by 2027.
• A consumer beauty and wellness brand is integrating influencer and PR strategies alongside performance channels to boost both visibility and trust.

The key is knowing when to invest in building the brand for tomorrow versus optimising for immediate commercial impact. Next step: use data to test what’s really driving results so you can find the right balance between upper- and lower-funnel investment.  

Looking ahead

What unites all of these conversations is a recognition that 2026 will reward brands who are bold enough to adapt but disciplined enough to focus. Whether it’s rethinking the role of AI, doubling down on agility, embracing zero-party data, or rebalancing brand and performance, our clients are preparing not just to keep up-but to get ahead. Because in 2026, growth won’t come from doing more of the same. It will come from doing the right things differently. Connect with our team.