This Week's Agency News Round-Up

February 12th 2026 - Mergers, Movers, and Campaign Creators

12 FEBRUARY 2026

1. Top Stories

WPP to overhaul creative agency structure in strategic rethink UK advertising group, with plans to bring 3 units under one banner to sit alongside media and production arms. The Financial Times has the story.

Dentsu has been named media and creative agency of record for i-Health, a division of dsm-firmenich, innovators in nutrition, health and beauty following a competitive review. The Little Black Book Online has more information here.

2. Account Moves & Launches

New Agency & brand partnerships

Marketing agency Purpose Media is celebrating a strong start to 2026 after securing new client wins and contract renewals worth six figures in the opening weeks of the year. The Derbyshire Times tells us more.

BEARD, based in Worcester, has become part of the Worcester-based Marketing + Technologies Group, the design studio is known for its work with clients such as Red Bull, Microsoft and film director Guy Ritchie. Here’s the details on Yahoo! News.

3. People & Leadership

Hires, promotions and notable exits

Creative agency Milk & Tweed has appointed a new senior client partner to help clients make the most of its expertise. Meg Fenner-Jamieson is taking on the role and says it will strengthen the way it works with clients. Find out more on the Business Biscuit.

4. Big Collaborations of The Week

Standout campaigns, launches or stunts

Solihull-based The Marketing Pod becomes one of around 2,700 B Corp certified companies nationally, out of 2.73 million registered UK businesses, placing it among just 0.1% of UK businesses meeting strict social and environmental standards. Energy Live News has the details.

Two AM, a new fractional, senior customer marketing team, has officially launched in Manchester, offering a lean, “no-fluff” alternative to traditional marketing agencies. Prolific North tells us more.

5. Trends & Talk

Super Bowl 2026: What UK Agencies Should Takeaway

Even though the Super Bowl is a US sporting event, its advertising impact is global and this year’s Big Game offers several meaningful take-aways for UK brands and agencies.

First, creativity still matters more than technology: many AI-generated commercials at Super Bowl LX were widely criticised for feeling cheap, disjointed or uninspired, underscoring that AI alone doesn’t make great work. Audiences are now savvy enough to spot when generative tools replace true craft, and brands that lean too heavily on them risk backlash rather than buzz.

At the same time, the spots that did land, Levi’s cultural storytelling, Budweiser’s heritage work or Ring’s community-led narrative, emphasised human connection, emotional resonance and clear brand purpose.

Cultural relevance was another theme. Some campaigns used nostalgia or everyday human stories to create shared experiences, a reminder that context beats spectacle, and relevance beats novelty.

Finally, the data backs up the power of planning: brands that teased early creative or built narratives before the event saw stronger engagement and share of voice than those who only leaned on the live spot.

The takeaway for UK agencies: Super Bowl 2026 reinforces that creativity and strategy still win hearts and minds. AI can speed production, but emotional connection, cultural insight and thoughtful storytelling are what make work memorable, and effective, in both mass broadcast and social extensions.