Edelman’s tipping points for 2026

The shape of agencies to come

As holding companies invest heavily in AI, streamline structures and cut headcount in pursuit of efficiency, how will the agency landscape change during 2026 with legacy agency brands such as DDB and FCB set to disappear. In this timely discussion, leading marketers explore what consolidation means for creativity, capability and culture and how it will impact brands seeking choice, diversity and innovation from their agency partners. Expect frank insights on survival, reinvention and what the next agency era will bring.

Commerce media comes of age in 2026

Commerce media is rewriting the rules of retail, but where is the revolution as we enter 2026? This panel will explore the fast-evolving opportunities for brands as commerce, media and data converge. From retail media networks and shoppable content to in-store digital innovation, we’ll spotlight the platforms and pioneers leading the charge. Hear which brands are embracing this blended physical–digital route to market, and what it takes to turn commerce media into measurable growth.

Man vs Machine

In a fast-paced predictions showdown, WPP's chief AI officer Daniel Hulme goes head to head with the world’s leading AI platforms. Drawing on real-world experience, he’ll challenge machine-made forecasts on how AI will reshape business, roles, governance and innovation in the year ahead - revealing where humans still outthink the machines, and where the machines might just be winning.

Mark Ritson: Predictions for 2026

In this rapid-fire session, The Drum’s regular columnist and marketing legend Mark Ritson shares his insights on what 2026 will bring for brands and marketers. Expect fast analysis, bold provocations and clear takeaways as Mark decodes the trends, tensions and opportunities that will define marketing’s next twelve months.

Are you ready to deliver Customer Experience 3.0?

Customer Experience 3.0 is here - but is your brand ready? This session will explore what CX 3.0 really means in an era of AI, hyper-personalisation and connected journeys. Our expert panel will discuss how brands can evolve from transactional touchpoints to truly immersive, emotionally intelligent experiences - and what the rewards will be for those who get it right. Discover how CX 3.0 can unlock deeper engagement, stronger loyalty and sustainable growth in 2026.

How brands can win at the World Cup

As the countdown to the next World Cup begins, our opening keynote cuts through the hype to focus on what actually drives brand growth around major sporting moments. Drawing on deep experience in sports marketing, our speaker will explore how brands can tap into fandom rather than simply buying visibility, building relevance through culture, community and participation. From smart partnerships to creative activation, the session will show why you do not need a World Cup sized budget like Coca-Cola, Visa or Adidas to win attention, affinity and loyal followers.

18 mins