What Are Global Leaders Hyped About? Ditching Undercutting, AI Boosting Bravery, Return of Real-Life
Execs across the world, including Ogilvy US’ CEO and Johannes Leonardo’s CCO, tell LBB’s Brittney Rigby they’re looking forward to embracing weirdness, re-establishing purpose, and indies cracking open the category
In the face of turbulence, uncertainty, and disruption, senior leaders around the world are still hopeful. Headed into 2026, a range of execs – from holdcos, indies, and in-house agencies; creative and experience shops; the US, Europe, and Australia – feel optimistic about the possibilities of independent models, creativity as an emotional connector, and artificial intelligence’s potential to boost clients’ risk appetite.
Sid Lee ECD Matthew Fraracci reckons the jingle will return – “and I’m overjoyed about it” – PARAGON’s Jack Linderman is excited about the emergence of new creative voices who will not necessarily be “louder and faster,” but instead “unmistakably human”; Seen Presents’ MD Louisa O’Connor sees an opportunity emerging in B2B (which “doesn’t have to be boring” and is becoming an arena for inventiveness); and many expect to see brands cut through the online clutter with real-world experiences.