The FIFA World Cup really is bigger this year, taking place in Summer across 39 days, taking place in 16 cities across the US, Mexico and Canada. While all the on-pitch fun is happening across the Atlantic, how can brands across the pond engage UK audiences effectively and authentically?

In this episode of The Campaign Podcast, Campaign welcomes guest Lizi Hamer, the global executive creative director at Octagon to discuss some of the biggest mistakes brands make when creating brand experiences around the World Cup, and why advertisers should be thinking community first, not country first.

Tech and multimedia editor Lucy Shelley hosts the episode with Campaign's deputy editor Gemma Charles and creativity and culture editor Charlotte Rawlings.

Further reading:

Beyond borders: why countries don’t define modern fandom

Fifa 2026’s longer tournament window presents a golden opportunity for fan activations

Identity launches global sports proposition

The Year Ahead 2026: Cultural trends

The Year Ahead 2026: Experiences

Campaign calendar:

Audio Advertising Awards: final entry deadline on 12th February, with multi-entry discounts

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Campaign's "agencies to watch" lists the top media, creative and new shops that are likely to have an impact in the next 12 months. This episode discusses the chosen agencies, how the lists have changed from 2025, and what makes an agency worth watching, or not.

While these lists are not an endorsement of each agency, they have been chosen because these shops went through big changes last year.

This episode of The Campaign Podcast is hosted by Lucy Shelley and features editor Maisie McCabe, creativity and culture editor Gurjit Degun and deputy media editor Shauna Lewis.

Further reading:

Eight new agencies to watch in 2026

Seven creative agencies to watch in 2026

Eight media agencies to watch in 2026

If 'agencies to watch' grow into 'top agencies' and other conundrums

LePub launches in London led by Gina Hood

‘The Grey-naissance’: Helen Rhodes plans ‘dollop of stupidity and naivety’ in Grey's return to creative glory

Ace of Hearts: dealing adland a new hand

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2025 saw an incredible amount of change and pressure for the industry and its agencies – steering the ship through heavy storms has become even tougher.

At Campaign's Year Ahead Breakfast Briefing in The National Gallery, editor Maisie McCabe led a discussion on leadership in a time of change, interviewing Dan Clays, CEO of Omnicom Media EMEA, Katie Mackay-Sinclair global chief brand officer at Mother, and Magnus Djaba, chief client officer and Publicis Groupe. 

This bonus episode of The Campaign Podcast features the entire panel which discusses the impact of AI, structural shifts within agencies and how people should care for each other during timed of change.

The Year Ahead Breakfast Briefing featured adland leaders talking about the trends and strategies for 2026, across creativity, technology, leadership, brands and media.

Further reading:

Agencies need to be AI literate to keep up with clients, Gravity Road global ECD warns

Creativity will see a return to ‘raw human honesty’ in 2026, Kyle Harman-Turner says

'Isn't it boring spending in the same place?': the case for a diverse media diet

Global sentiment towards sustainability has 'fallen off a cliff', Trainline marketer says

The Year Ahead 2026: Ad agencies

The Year Ahead 2026: Creativity

The Year Ahead 2026: Social

The Year Ahead 2026: Cultural trends

The Year Ahead 2026: Media owners

The Year Ahead 2026: Brands

The Year Ahead 2026: Technology

The Year Ahead 2026: Media agencies

Coming up in the Campaign Calendar:

Brand Film Awards: deadline on 29 January

Audio Advertising Awards: second entry deadline on 29th January, with multi-entry discounts

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Adland leaders announced their optimism at last week's Year Ahead Breakfast Briefing in The National Gallery, talking about the trends and strategies across creativity, technology, leadership, brands and media for 2026.

Martin Beverley, co-founder and chief startegist at Ace of Hearts spoke about the importance of joy, while Netflix's head of advertising sales Ed Couchman said 2026 will be the year of fandom as consumers are wanting more from brands. Gravity Road's global executive creative director said agencies need to be AI literate to keep up with clients, while creativity will see a return to "raw human honesty" in 2026, said Kyle Harman-Turner, creative partner and executive creative director at FCB London.

In this episode, Campaign's journalists who were at the event and on the panels dig into what the industry’s leaders predict for 2026, and why. Tech and multimedia editor Lucy Shelley is joined by deputy editor Gemma Charles, premium content editor Nicola Merrifield and deputy creativity and culture editor Charlotte Rawlings.

Further reading:

'Isn't it boring spending in the same place?': the case for a diverse media diet

Global sentiment towards sustainability has 'fallen off a cliff', Trainline marketer says

The Year Ahead 2026: Ad agencies

The Year Ahead 2026: Creativity

The Year Ahead 2026: Social

The Year Ahead 2026: Cultural trends

The Year Ahead 2026: Media owners

The Year Ahead 2026: Brands

The Year Ahead 2026: Technology

The Year Ahead 2026: Media agencies

Can we talk about the ethics of AI-fuelled advertising?

Coming up in the Campaign calendar:

Brand Film Awards: deadline on 29 January

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Campaign LOVES a pitch story, and the tail end of last year was very busy with many pitches taking place or being won right up to the final week.

WPP won the £1.5bn government media pitch and the expanded review for Jaguar Land Rover, as well as media for Kenvue, while Publicis Groupe picked up the creative for the consumer healthcare company. Aviva's creative account went to Saatchi & Saatchi and the shortlist for IKEA was announced with Just Eat also yet to conclude.

In this episode, Campaign digs into the state of new business last year, and where the opportunities lie in 2026, examining which sectors and disciplines will likely see more pitches over the next 12 months.

Tech and multimedia editor Lucy Shelley hosts the episode featuring Campaign's editor-in-chief Gideon Spanier, data journalist for Campaign Red Jamie Rossouw and deputy news editor, Marianne Calnan-Holland.

Further reading:

The CMO Outlook 2026

UK new-business rankings: latest 2025

Two-thirds of CMOs 'definitely' pitching in next 12 months

Mars to switch $1.7bn media account out of WPP

NatWest picks IPG as it consolidates media and creative account

Santander appoints Publicis to global creative and media business

Starling banks on network media agency after three-way contest

Publicis agency swipes Monzo media account after BBH creative win

Asda confirms media and creative agency appointments

Publicis scoops Coca-Cola media in North America

Coming up in the Campaign calendar:

Brand Film Awards: deadline on 15 January

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As the "happy new years" ring out, what resolutions are those in adland setting for 2026?

Last year unleashed a relentless wave of change across the advertising and media industry, from agency mergers and closing shops to restructures, the growing prominence of social and tech platforms, and some great creative work. 

Now, in 2026, Campaign begins the year with a look at what adland’s new year resolutions should be, what the industry should give up and what is coming up in 2026. Over the next few weeks, Campaign is releasing essays on the year ahead and the top agencies to watch.

Editor-in-chief Gideon Spanier, deputy creativity and culture editor Charlotte Rawlings and deputy media editor Shauna Lewis join the episode, hosted by tech and multimedia editor Lucy Shelley.

Further reading:

The Year Ahead 2026: Media agencies

The Year Ahead 2026: Strategy

The Lists 2025: Top 20 film ads

The Lists 2024: Top 10 campaigns

Has 2025 been the year for independent agencies?

Traitor or faithful – what will adland remember about 2025?

Will the new Omnicom work?

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From Gen Z to Boomers, age has long been a marketing shortcut – but is it still useful? Campaign’s Lucy Shelley and Amazon Ads’ Carly Zipp unpack how brands can connect through shared interests and values instead.

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Does January feel like a week ago or five years? The past 12 months have brought with them a lot – a mega-deal, cyber attacks, agencies renamed, new chief executives, trends fading in and out, redundancies and, of course, AI.

In the final podcast episode of the year, Campaign takes a look back over 2025 at some of the most memorable moments of the year, revisiting the top stories, reviewing who was the most talked about and picking out those moments that would be better forgotten.

Tech and multimedia editor Lucy Shelley hosts the episode and is joined by Campaign UK media editor Beau Jackson, reporter Eszter Gurbicz and editor Maisie McCabe.

Further reading:

Lucky Generals: ‘A creative company for people on a mission: that is still our north star’

White Lotus star Aimee Lou Wood will no longer appear in M&S Christmas ad

Santander appoints Publicis to global creative and media business

WPP recruits Microsoft exec Cindy Rose to replace Mark Read as CEO

Campaign's top 10 most read stories:

Group M tells staff about redundancies as restructure hits UK

WPP mandates four days per week in office

Omnicom reveals huge agency shake-up, unveils new leadership, cuts 4000 jobs

Agency pay revealed: a squeezed middle and a boost for bosses

School Reports 2025: A to Z

WPP employees push back on return-to-office policy with petition

Revealed: Latest hybrid working policies across 'big six' agency groups

WPP Media unveils new UK leadership structure under Brian Lesser overhaul

Group M axes global agency CEO roles in major centralisation push

WPP set to drop Group M brand in media shake-up

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Waitrose, John Lewis, Tesco... the Christmas ads are all out and it's time for them to start selling. But what do adland's creative leaders make of the campaigns?

Creativity and culture editor Gurjit Degun hosts this extra Private View episode of The Campaign Podcast, reviewing the top festive ads with David Kolbusz, chief creative officer at Orchard, Chaka Sobhani, the newly appointed global chief creative officer at TBWA\Worldwide, Richard Brim, founder and chief creative officer of Ace of Hearts, and Campaign’s UK editor Maisie McCabe. 

Talking through the craft, creative and ideas behind the ads, they discuss the following campaigns:

John Lewis & Partners "Where love lives" by Saatchi & Saatchi

Waitrose "The perfect gift" by Wonderhood Studios

Tesco "That's what makes it Christmas" by BBH

Asda "A very merry Grinchmas" by Lucky Generals

Apple “A critter carol” by TBWA\Media Arts Lab

Peta "Happy Christmassacre" by Grey London

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Omnicom completed its acquisition of IPG on Wednesday 26 November after clearing EU regulation. On the Monday that followed (1 December) the new holding company revealed a huge restructure including 4000 job cuts to happen by the end of the year, agencies merging, new leadership announced and some networks ceasing to exist.

In this episode of The Campaign Podcast, Campaign's editorial team discuss the shape of the new holding company, which agencies are left and what chief executive John Wren is hoping will make it succeed against its competitors. 

Hosted by tech and multimedia editor Lucy Shelley, the episode features editor-in-chief Gideon Spanier, editor Maisie McCabe and news editor Will Green.

Further reading:

John Wren’s ‘defining moment’: can the last King of Madison Avenue make the new Omnicom work?

John Wren on how Omnicom ‘will succeed’: more collaboration, new bonuses, big job cuts

Omnicom consolidates global advertising agencies into TBWA, McCann and BBDO

Omnicom keeps six media networks but switches global CEOs to brand presidents

Adam & Eve/DDB to merge with TBWA\London and FCB to fold into AMV BBDO

Omnicom Media promotes Natalie Bell and Katrina Bozicevich following IPG deal

FCB's Tyler Turnbull set to be appointed CEO of McCann Worldgroup

Chaka Sobhani set for new role after Omnicom acquires IPG

Omnicom-IPG: How merger will reshape the competition

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At the start of the year, 2025 was predicted by some adland commentators to be the year for independent agencies. Omnicom was beginning to acquire IPG to make the largest holding company, redundancies occurred across some of the networks and WPP had a more-than-difficult year on top of a new chief executive.

2025 has seen the launch of many independent agencies including Ace of Hearts, Studio.One and Baby Teeth, while Ark Agency and Uncharted came into their second year. Plus, IPG sold R/GA and Huge separately to private equity, also becoming independent. 

So now the year is almost up, Campaign's editorial team discuss whether independent media and creative agencies have benefited from distraction caused by the holding companies. Tech and multimedia editor Lucy Shelley hosts the episode and is joined by creativity and culture editor Gurjit Degun, media editor Beau Jackson and editor Maisie McCabe.

Further reading:

Omnicom reveals huge agency shake-up, unveils new leadership, cuts 4000 jobs

Ace of Hearts: dealing adland a new hand

Troy Ruhanen: 'I wouldn't have taken OAG job if it was all about efficiency and smashing things'

Group M tells staff about redundancies as restructure hits UK

Omnicom cut 3000 roles during 2024 ahead of IPG takeover move

Mega merger adds to existing questions for Interpublic

Global agency groups 2024 report card: Performances and staff numbers decline as restructures continue

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