Navigating 2026 with clarity & evolved strategy

As we look ahead to 2026, it’s clear the digital landscape is going to continue to become more complex than ever before. AI-driven platforms are accelerating change, user journeys are stretching across more touchpoints and evolving data laws are reshaping how marketers measure success. All against the backdrop of tighter marketing budgets and greater demand for clarity.

Here’s what we think is going to happen in the digital strategy and agency space next year and what we’re doing to leverage the changes for our clients.

Strategies have to adapt to expanding platforms and more intricate user journeys

Marketers are going to feel a new wave of challenge and choice. And that’s partly down to AI but it’s more about the breadth of platforms available now; it’s not just Google, Microsoft and Meta. New AI platforms will feature paid placements in one form or another (ChatGPT’s move to ecommerce advertising for example), but there’s also a resurgence in “the messy middle” and Programmatic advertising with AI, platform updates and browsing habits making paid media more complicated, not less.

We have to be on the ball with the latest advancements and consider the growing complexity of user journeys to better engage users for the first time, keep them interested, and stand out in increasingly competitive spaces. As an agency partner, we have to work harder, learn quicker and be more conscious of everchanging user habits to run campaigns that have a real impact.

“Marketing teams need to be more dynamic than ever; they need to move away from their comfort zones and start to introduce new channels to be effective.” Dan, multichannel strategic lead

AI and evolving data laws will transform the measurement landscape

The shift away from third-party cookies will continue as more brands will adopt first-party data strategies. This will also include a shift towards more marketing mix modelling and incrementality testing, allowing us to see the overall impact of marketing activity rather than trying to measure each conversion.

AI will also leave its mark, with automated analysis being incorporated into existing platforms and the adoption of new AI-focused platforms.

“The brands that will do the best will be those who can effectively use AI insights in the right context, capture accurate data and use a healthy dose of human interpretation.” Lukas, Data & Analytics expert

We’re also expecting to see some changes to the legislation around how cookies can be used with the Data Use & Access Act in the UK and changes to the ePrivacy Directive. This could allow certain analytics cookies to potentially be used without consent, with marketing cookies used on a “legitimate interest” basis – though we’re still waiting on the specifics. This could be a game changer when it comes to web analytics and digital marketing measurement, massively increasing the amount of data that can be collected and the reliability of insights that we can draw from it.

Agencies must interpret change and continuously prove their value

In 2026, clients want more than a vendor. They want a trusted partner who helps them navigate complexity, connect channels, interpret data and capitalise on the rapidly changing digital landscape.

Alongside this, clients will continue to need transparency, ethical practice and measurement of outcomes, not just execution of activity. Because of this, agencies have two key priorities in the upcoming year:

Make sense of changes 

From AI adoption, evolving search behaviour and shifting data regulation, clients increasingly rely on partners who can translate complexity into clear action. Rather than seeing this ever-evolving landscape as challenging, forward-thinking agencies can use it to uncover new strategic angles, strengthen multi-channel performance and spot opportunities early for their clients’ competitive advantage.

Keep adding value

Despite ongoing economic pressure, 2026 offers agencies a real opportunity to deepen their impact. Clients are looking for partners who bring clarity, creativity and confidence, not just execution. Agencies need to add value by really understanding businesses and the markets in which they operate. And in turn helping brands prioritise what matters, uncover fresh opportunities across a range of channels and turn data into meaningful insight that drives smarter decisions – even when budgets are tight.

“Innovative strategy and close collaboration will set agencies apart, proving value through more than delivery –  through partnership, adaptability and long-term strategic support.” Karen, agency leader

While the above can feel overwhelming, there’s a huge opportunity for brands that stay curious, test new approaches and make decisions rooted in reliable insight. This is where trusted partners matter. We continue to help businesses cut through uncertainty, make sense of changes and build strategies that are resilient for the long term.

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