Tagresults

The research found that nine in 10 respondents said their agencies are either central to their commercial success or make a meaningful contribution to business performance.

The findings come after the UK's warmest May and June since records began and highlight the role of consistent brand-building in driving advertising effectiveness across the category.

The report, based on responses from more than 100 contributors across 85 territories representing 95 percent of global GDP, forecasts global OOH expenditure will increase to USD 56.4 billion in 2026. OOH accounted for 5.1 percent of total global advertising expenditure in 2025.

Alongside the research, the agency has introduced an AI-powered diagnostic tool designed to help organisations identify reputational risks that may affect commercial performance.

This year's edition marks the 20th anniversary of the audience research dataset, which has recorded more than 33 million half-hour observations of media consumption and daily behaviour in the UK since its launch.

The research also points to a disconnect between marketing teams and senior leadership. Three-quarters of respondents said their CEO and board could not clearly explain the company's marketing strategy.

Global branding agency JKR and marketing data and analytics company Kantar have released a report examining how customer experience contributes to brand equity.

While the expanded format is expected to increase commercial opportunities, Brand Finance notes that it also raises questions about accessibility, governance and the tournament's long-term direction.

Improving staff productivity and performance is the leading reason agencies deploy generative AI, cited by 81 percent of respondents, while 63 percent identified the same goal for AI agents.

The study builds on more than a decade of the group's Meaningful Brands research and shifts the focus from measuring brand relevance to identifying the drivers behind consumer choice.

The report highlights continued strength in sectors such as oil and gas and banking, while also pointing to growing divergence across industries as changing consumer behaviour, labour market pressures and economic conditions reshape the market.

The findings indicate that consumers are adapting to ongoing challenges by becoming more resourceful and proactive rather than disengaged.

The report, Clients and Creativity 2026, suggests many global marketing teams continue to struggle with embedding creativity as a core business capability, despite recognising its importance for growth and effectiveness.

The research was based on a survey of 2,000 regular social media users across the UK and US, supported by cultural insight work and AI-assisted qualitative interviews.