What are the big trends shaping how brands will connect with audiences this year? Craig Millon of Jack Morton catches up with his colleagues to get their take.
Pickleball has taken the world by storm... is swingball next? (Mookie Toys/Youtube)
Every year reveals something unexpected. I never imagined tariffs would be a headline in my client conversations, yet last year, it was. So what can we expect for the year ahead? In 2026, the winners won’t be the loudest voices or the most efficient ones; they’ll be the brands that show up with care, craft, and experiences that move people.
From retail reinvention and surprising AI talent licensing to the quantum leap in experience design, the signals are loud and clear: brands that innovate with intention will lead. These aren’t trends – they’re shifts that will redefine how we connect, create, and compete.
Here’s what some of my talented and amazing colleagues are predicting for this year.
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Vince Belizario, SVP, global account business director: “Next year will usher in a hyperlocal retail renaissance driven by highly targeted advertising and creator-led influence. Brands will pivot from broad, mass-market strategies to precision engagement, leveraging creators as authentic voices to connect with niche communities. This shift will fuel the re-emergence of specialty retail in local geographies, where physical spaces become curated hubs for discovery rather than mere points of sale.
“Expect a surge in pop-ups and experimental store formats that blend retail with entertainment, dining, and immersive experiences – creating destinations that feel personal and community-centric. Sales teams will evolve into conversion catalysts, focusing on one-to-one engagement to rebuild trust and deepen relationships. Those who master this mix of local relevance, experiential design, and influencer-driven storytelling will transform transactions into lasting brand loyalty.”
Ashley Brantman, SVP head of growth, co-head of Jack 39: “Next year, brands won’t be sifting through polished decks and generic scorecards – they’ll be hunting for minds that move fast and partners who actually do. The old procurement-driven pitches are a relic of a slower, safer time. In 2026, the winners won’t be the ones who write the best deck – they’ll be the ones who never needed one. The ones who have already established trust, confidence, and friendship. We’ll spend less time formatting slides and more time solving problems, together. The future belongs to those who speak up and get shit done.”
Damian Ferrar, EVP, global head of innovation: “As AI, data, and spatial computing converge, experiences will exist in multiple states at once – physical, digital, and emotional – collapsing the distance between what we see, feel, and believe.”
Holly Hackenmiller, director, talent partnerships: “The first major shift in AI likeness licensing won’t come from Hollywood – it’ll come from athletes. With packed schedules, nonstop travel, and intense physical demands, athletes are some of the least available people in the world. Licensing their name, image, and likeness (NIL) to secure AI platforms will let them show up for campaigns and partnerships without ever leaving the locker room. What once felt controversial is starting to feel like common sense: more scale, less burnout, no scheduling chaos. While many still push back against AI out of fear it’ll cheapen their craft or be misused, the upside is hard to ignore. For mid-to-high-tier athletes, this could mean being in multiple brand moments at once, while still focusing on what matters most: performance, recovery, and their real lives. This isn’t just a new tool, it’s the next evolution of NIL, where authenticity and innovation start working together.”
Jesse Rea, VP, group creative director: “Jealous of the popularity of pickleball, schools and playgrounds across the country rush to convert all remaining tetherball poles to swingball, a South African variant that also utilizes paddles.”
So, it seems 2026 isn’t about louder speeches or bigger decks, it’s about brands acting with intention. From building cultures people want to belong to, to creating hyperlocal communities and embracing innovation without losing humanity, the winners will show up where it matters most. And if you need proof that even small signals can spark big shifts? Just watch swingball take over the playground.
Jack Morton
No one sets out to be average. No one aspires to be ordinary. Jack Morton is an award-winning global brand experience agency that exists to reimagine what an experience...
