Real talk and raw data: setting the tone for a grounded 2026.
This week in the UK, we’ve moved away from the "New Year, New You" polish. Things felt a lot more grounded, with brands ditching the perfect filters for a bit of honesty and humor.
From chaotic family holidays to admitting that even AI makes mistakes, here are the 6 highlights that caught our eye this week:
In a sea of AI hype, VML and FactSet are taking a different route by putting AI’s mistakes on billboards. Their "Wall Street Takeover" highlights data "hallucinations" to prove why human-verified intelligence is still the gold standard in finance. It’s a really interesting honest take on the limitations of tech. Read more here
Président’s new UK campaign celebrates the quiet joy of everyday cooking. Sponsoring Channel 4 food shows and running across TV, streaming, and social, the multi‑million‑pound campaign highlights products like Brie, Camembert, and butter. It’s less about flashy claims and more about real moments at home, inspiring people to enjoy quality French dairy in their everyday meals. Read more here
Ark Agency is leaning into the relatable messiness of travel for Loveholidays. Instead of pristine beaches, we see the "Dad reading the menu like it's a thriller" and the frantic airport runs.This kind of real-life humor feels much more welcoming than a glossy brochure. Read more here.
The Financial Times has launched For The Why, a new global subscriptions campaign that positions the FT as the destination for readers wanting more than headlines, offering deeper analysis and context in a world of information overload. Developed by the FT’s Consumer Marketing team with creative support from New Commercial Arts, the work spans TV, out‑of‑home, audio, digital and social, and features FT journalists to showcase expert insight that drives subscriber value. (via InPublishing). Read more here.
Loveholidays OOH campaign
The IPA Bellwether Report (The 2026 Forecast)
The "Experience Economy" Takes Center Stage
The industry's most respected quarterly census was released this week, giving us a first look at how UK marketing budgets are shifting for the year ahead. While general budgets are holding steady despite economic wobbles, the real story is where that money is moving.
Events and Experiential are the clear winners, with 15.8% of marketers planning to increase spend in this area, the highest growth forecast in the report. It shows a massive pivot toward the "Experience Economy"; brands are moving away from purely digital noise to find ways to physically show up for their customers. Read more here
The New Ad Frontier: Retail Media to Overtake Linear TV by 2026
While social and search are maturing, we are officially entering the era of the retailer-as-media-owner. With UK Retail Media projected to grow to over £3.2 billion by 2026, it is set to become the fastest-growing major ad channel this year. For agencies, this means a total rethink of how first-party retailer data is used to influence shoppers at the exact moment of purchase. It’s no longer just about awareness; it’s about being present at the point of sale. Read more here.
Upcoming Event: GRAFT 2026
Looking ahead to March, GRAFT is returning to Manchester on the 11th. It’s a one-day event specifically designed for founders and tech leaders to connect with investors and learn the ropes of scaling and funding. Whether you’re a startup looking for product-market fit or a scaleup planning an international exit, it’s a great opportunity to get some actionable advice and meet the right people. Get your ticket here.
Being Real
What I think is always true as a marketer is that we need to "simply be human," because at the end of the day, we’re talking to humans.
Whether it’s FactSet being honest about AI’s flaws, Loveholidays' humor, or the IPA data showing a massive surge in "real-life" events, we are seeing a major shift toward authenticity. For brands and agencies, the goal isn't perfection anymore; it’s about being present, being honest, and embracing the "unfiltered" joy (and chaos) of real life.
What do you think? In a world of digital noise, how are you bringing more "human" moments into your work? Share your thoughts or experiences of how authenticity has won in your campaigns.
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