[Marketing Week] Bob Koigi: The future belongs to brands that stay human

As artificial intelligence and complex algorithms increasingly dictate what we see and buy, the most successful media and marketing strategies will be those that look backward, not forward. The future will not be won by the most advanced technology, but by the brands that best understand three timeless human principles: our craving for simplicity, our innate sociability, and our fiercely guarded attention.

As consumers navigate a world of endless choice, hyperconnectivity, and digital overload, their desire for simplicity has never been greater. Clarity and convenience are now synonymous with trust.

Dentsu in its 2026 Media Trends Report, now in its 16th edition, argues that the most powerful insights remain distinctly human and will define the next phase of media, marketing, and business growth. Yet simplicity, while valuable, is not the same as shallowness. The challenge for brands lies in striking a balance between ease and engagement, what some call the “Friction Paradox.”

Campaigns of the week

Coca-Cola has unveiled its 2025 holiday campaign Refresh Your Holidays, celebrating the people who bring the magic of the season to life behind the scenes. Blending human creativity with AI-driven storytelling, the global campaign aims to inspire authentic connection and festive joy across markets.

Scania’s new global brand campaign captures a powerful sense of pride, connection and belonging that defines the truck manufacturer’s community around the world. The campaign centres on a cinematic film set to a cover of Avicii’s Hey Brother.

Building on the success of the award-winning “Tear the Paper Ceiling” campaign, the Ad Council and Opportunity@Work have launched a new wave of public service ads titled “Story Unfold.”

Agencies and accounts

L’Oréal Professionnel, a global player in professional hair products and services, has selected Ogilvy Paris to manage its global TikTok and Instagram presence following a competitive pitch. The partnership will focus on enhancing the brand’s visibility and engagement across social platforms.

Ocean Outdoor has been named the official outdoor media partner of GB Snowsport in a year-long agreement that will broadcast elite British ski and snowboarding moments across Ocean’s nationwide network.

Rush Street Gaming has named Doner as its creative agency of record following a competitive pitch. The multiyear partnership will support the company’s five Rivers Casino properties across North America, focusing on strengthening brand loyalty and attracting new guests.

Partnerships and acquistions

Publicis Groupe has signed a definitive agreement to acquire HEPMIL Media Group, one of Southeast Asia’s leading influencer agencies, as the company strengthens its regional leadership in data-driven creator marketing.

Heineken has unveiled the world’s first season ticket for Formula 1, marking the expansion of its long-standing partnership with the sport. The initiative celebrates a decade of collaboration and reflects the brand’s commitment to deepening fan engagement worldwide.

DoubleVerify (DV) and Roku have announced new results from their two-year collaboration to safeguard connected TV (CTV) advertising against fraud. The partnership has blocked billions of fraudulent ad requests imitating Roku device traffic.

Captains of Industry

This week, Marketing Report spoke with Marius Demary, the Director of Customer Strategy & Data Impact, DataLab about the company’s 2022 partnership with KiK to build myKiK, a loyalty program centered on accessibility, value, and genuine customer connection. Two years on, myKiK has grown to over 15 million members across nine countries and was named Best Retail Loyalty Program of the Year (Non-Food) at the 2025 European Loyalty Awards.

Marketing Report also had a chat with Käthe Lisson, DEPT’s Executive Creative Director and VP Creative for the DACH region, about how she is shaping the agency’s next chapter by embedding creative excellence into its DNA from the ground up.

Other major news of the week

VML has announced that Mel Edwards, Global President, will retire in late spring 2026 after more than 30 years in the advertising industry and 13 years in leadership roles across WPP, Wunderman, Wunderman Thompson, and VML.

The Out of Home Advertising Association of America (OAAA), in collaboration with leading programmatic platforms including Broadsign, Perion, Place Exchange, VIOOH, and Vistar Media, has introduced the Programmatic OOH Transparency Pledge.

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

Follow Marketing Report on LinkedIn