The public relations industry is at a critical juncture, navigating a landscape where media habits are fragmented and trust is both the most valuable and most vulnerable asset.

New research from VaynerX, Muck Rack, and Ipsos reveals an industry grappling with a fundamental shift: credibility is no longer a status to be achieved, but a dynamic state that must be earned continuously.

This demand for constant authenticity is also shaping how communicators approach emerging technologies. Onclusive’s global PR, Comms & Marketing 2026 Outlook shows a profession split on the role of artificial intelligence. While 41 percent of PR practitioners see little short-term disruption, nearly a third believe the industry is underestimating AI’s long-term impact. Agencies tend to view AI as a route to more strategic work, while in-house teams remain wary of its creative and ethical implications.

Amid these shifts, the Public Relations and Communications Association (PRCA) is pushing for higher standards of transparency through initiatives such as its new Sustainability Group. The group aims to strengthen accountability in sustainability communications by developing clear frameworks and encouraging collaboration across the profession.

Campaigns of the week

eos Products has brought an unexpected twist to outdoor advertising, turning digital billboards into fogged-up showers in its first Digital Out-of-Home campaign. Running across more than 250 digital billboards in cities including New York, Atlanta, Houston, and Phoenix, the campaign shows people showering behind misted glass.

HELI-D, a division of Remarkable Media Group and a pioneer in aerial digital billboards, has partnered with NINJA GAIDEN 4 to launch the game in spectacular fashion above Miami. The live event transformed the night sky into a playable arena, setting a Guinness World Record for the largest gaming screen ever carried by a helicopter.

Heineken has launched a playful campaign by LePub New York that taps into the growing discussion around AI companionship. The work humorously contrasts artificial friendship with the beer brand’s core belief that real friends are made over real beers.

Agencies and accounts

Global media agency Carat UK has been appointed to oversee all media planning and buying for VodafoneThree from February 2026, following the merger of Vodafone and Three earlier in 2025.

Health insurer ahm has appointed TBWA Australia as its creative agency partner following a competitive pitch. The appointment tasks TBWA with delivering integrated creative, digital, and social communications that build on ahm’s challenger positioning in the insurance market.

Edgewell Personal Care has appointed BBH USA as its creative agency of record following an internally led review. The decision builds on BBH’s work earlier this year on Hawaiian Tropic’s summer 2025 campaign.

Partnerships and acquistions

Independent marketing agency,Dotted Line Agency, has acquired The King Agency, one of Richmond’s most established full-service advertising firms. The move marks a major step in Dotted Line’s long-term growth strategy.

VIOOH has announced a programmatic partnership with London Lites, giving advertisers enhanced access to premium digital out of home (DOOH) inventory across key central London and neighbourhood locations.

The Public Relations and Communications Association (PRCA) has announced a strategic alliance with the Pan-African Agency Network (PAAN), marking an important step in advancing professional standards and collaboration across Africa’s creative and communications sectors.

Appointments

Havas Media ANZ has appointed Kate O’Ryan-Roeder as Chief Executive Officer, following an extensive search. The move marks a significant leadership shift as the agency continues to build on its strong growth momentum across Australia and New Zealand.

Ogilvy has appointed Guillermo Vega as Chief Creative Officer for North America. A globally recognised creative leader and agency builder, Vega will oversee the creative direction and output across all of Ogilvy’s clients and capabilities in its largest region.

Mastercard has appointed Jill Kramer as Chief Marketing and Communications Officer, effective December 1, 2025. She succeeds Raja Rajamannar, who will transition to a senior fellow role with the company after a decade shaping Mastercard’s brand and marketing strategy.

Other major news of the week

Global marketing services and technology company DEPT is celebrating a decade of growth with a refreshed positioning as The Growth Invention Company. The agency’s new approach focuses on helping brands find fast and inventive ways to unlock business growth.

Omnicom Group has reported revenue of $4.0 billion for the third quarter of 2025, reflecting organic growth of 2.6 percent compared to the same period in 2024.

Carlsberg is using miniature craftsmanship to send a big message about moderation. The brewery has introduced what it calls the world’s smallest non-alcoholic beer — a bottle only twelve millimeters tall containing just 0.005 centiliter of alcohol-free beer.

Digital agency iO has once again achieved HubSpot Elite Partner status, a recognition awarded to fewer than two percent of all HubSpot partners worldwide. The title underscores iO’s expertise in implementing complex automation solutions that connect marketing, sales, CRM, and customer service into one measurable growth engine.

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

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