[Marketing Week] Bob Koigi: Marketers boost digital spend in 2026

New research reveals a marketing sector entering 2026 with notable confidence and expanded budgets, but guided by a strict focus on measurable returns and strategic agility. Studies from Clutch and UK agency Impression converge on a landscape where optimism is tempered by operational pressures and the imperative to prove value.

Budget flexibility is paramount, with 85% anticipating continued adjustments. Nearly half of marketers will direct over 50% of their budget to digital channels. Investment is rising sharply in content marketing, SEO, digital advertising, and strategic partnerships, while traditional media like TV and print sees planned cuts from roughly one-third of teams.

Marketing in 2026 will reward organizations that pair increased investment with strategic clarity, integrated operations and a disciplined approach to proving impact.

Campaigns of the week

DoorDash has launched For Every Reason To Stay, a campaign developed with GUT Los Angeles that taps into a familiar cultural moment in many Hispanic households: the prolonged attempt to leave a gathering.

Priority from O2 has launched its first pop-up shop, Not a Sock Shop, transforming the classic Christmas sock into a gateway to shared experiences. The activation, created by VCCP, opened on Saturday 6 December in Leeds’ Victoria Quarter, where thousands of pairs of festive socks were handed out to O2 and Virgin Media broadband customers.

Wieden+Kennedy Amsterdam has developed a full-funnel campaign to introduce Trainline’s brand and product vision, The way to train. The work showcases a suite of AI and data-driven tools designed to guide travellers through every stage of a rail journey, including periods of disruption, as the UK enters a period of expected rail delays.

Agencies and accounts

Vodafone Group has appointed Publicis to support a transformation of its approach to creative and production as the next stage of its strategy to increase brand investment and visibility.

WPP Media has been appointed performance marketing partner for InCred Money, a collaboration aimed at accelerating the wealth-tech platform’s digital growth. From Mumbai, the agency will lead full-funnel activity driven by data insights, technology and creative execution, reinforcing its focus on scalable, outcome-oriented solutions.

Grey New York has been appointed as the agency partner for the Almond Board of California after a competitive review, securing a mandate that spans global positioning and integrated marketing across the United States, Mexico and Europe.

Partnerships and acquistions

Havas has acquired Kaimera, an independent media agency known for simplifying complex media challenges and delivering customised solutions. The move expands Havas Media Network’s presence across Australia and New Zealand and supports the rollout of Converged.AI, the group’s AI-driven, data-powered operating system.

Semify has acquired Dragon Metrics, an international reporting platform for SEO, AI and PPC. The move broadens Semify’s global measurement capabilities and strengthens its AI optimisation offering as demand grows for advanced reporting tools across international markets.

Adams Outdoor Advertising has acquired out-of-home assets from Keysasa Outdoor in Shelby, North Carolina, adding two structures and four digital faces to its portfolio. The move strengthens the company’s presence along the western edge of the Charlotte Designated Market Area.

Other major news of the week

Serviceplan Group has introduced House of Communication UK, uniting its media, creative and technology capabilities in a single structure. The move consolidates the group’s offering in the market and is designed to provide UK clients with integrated services backed by the flexibility of an independent network and the scale of an international agency group.

Ovum has formed a strategic partnership with AKQA Australia to advance its mission of improving women’s health through AI. The collaboration brings together Ovum’s intelligent health platform and AKQA’s creative and strategic capabilities.

Havas PLAY ANZ has introduced PLAY Your Part, a six-month paid internship designed to challenge unpaid placements and create a clearer route for diverse creative talent to enter the advertising industry.

Bob Koigi is the editor-in-chief of Marketing Report.One

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