The Campaign Podcast

The FIFA World Cup really is bigger this year, taking place in Summer across 39 days, taking place in 16 cities across the US, Mexico and Canada. While all the on-pitch fun is happening across the Atlantic, how can brands across the pond engage UK audiences effectively and authentically?In this episode of The Campaign Podcast, Campaign welcomes guest Lizi Hamer, the global executive creative director at Octagon to discuss some of the biggest mistakes brands make when creating brand experiences around the World Cup, and why advertisers should be thinking community first, not country first.Tech and multimedia editor Lucy Shelley hosts the episode with Campaign's deputy editor Gemma Charles and creativity and culture editor Charlotte Rawlings.Further reading:Beyond borders: why countries don’t define modern fandomFifa 2026’s longer tournament window presents a golden opportunity for fan activationsIdentity launches global sports propositionThe Year Ahead 2026: Cultural trendsThe Year Ahead 2026: ExperiencesCampaign calendar:Audio Advertising Awards: final entry deadline on 12th February, with multi-entry discounts Hosted on Acast. See acast.com/privacy for more information.

Campaign's "agencies to watch" lists the top media, creative and new shops that are likely to have an impact in the next 12 months. This episode discusses the chosen agencies, how the lists have changed from 2025, and what makes an agency worth watching, or not.While these lists are not an endorsement of each agency, they have been chosen because these shops went through big changes last year.This episode of The Campaign Podcast is hosted by Lucy Shelley and features editor Maisie McCabe, creativity and culture editor Gurjit Degun and deputy media editor Shauna Lewis.Further reading:Eight new agencies to watch in 2026Seven creative agencies to watch in 2026Eight media agencies to watch in 2026If 'agencies to watch' grow into 'top agencies' and other conundrumsLePub launches in London led by Gina Hood‘The Grey-naissance’: Helen Rhodes plans ‘dollop of stupidity and naivety’ in Grey's return to creative gloryAce of Hearts: dealing adland a new hand Hosted on Acast. See acast.com/privacy for more information.

2025 saw an incredible amount of change and pressure for the industry and its agencies – steering the ship through heavy storms has become even tougher.At Campaign's Year Ahead Breakfast Briefing in The National Gallery, editor Maisie McCabe led a discussion on leadership in a time of change, interviewing Dan Clays, CEO of Omnicom Media EMEA, Katie Mackay-Sinclair global chief brand officer at Mother, and Magnus Djaba, chief client officer and Publicis Groupe. This bonus episode of The Campaign Podcast features the entire panel which discusses the impact of AI, structural shifts within agencies and how people should care for each other during timed of change.The Year Ahead Breakfast Briefing featured adland leaders talking about the trends and strategies for 2026, across creativity, technology, leadership, brands and media.Further reading:Agencies need to be AI literate to keep up with clients, Gravity Road global ECD warnsCreativity will see a return to ‘raw human honesty’ in 2026, Kyle Harman-Turner says'Isn't it boring spending in the same place?': the case for a diverse media dietGlobal sentiment towards sustainability has 'fallen off a cliff', Trainline marketer saysThe Year Ahead 2026: Ad agenciesThe Year Ahead 2026: CreativityThe Year Ahead 2026: SocialThe Year Ahead 2026: Cultural trendsThe Year Ahead 2026: Media ownersThe Year Ahead 2026: BrandsThe Year Ahead 2026: TechnologyThe Year Ahead 2026: Media agenciesComing up in the Campaign Calendar:Brand Film Awards: deadline on 29 JanuaryAudio Advertising Awards: second entry deadline on 29th January, with multi-entry discounts Hosted on Acast. See acast.com/privacy for more information.

Adland leaders announced their optimism at last week's Year Ahead Breakfast Briefing in The National Gallery, talking about the trends and strategies across creativity, technology, leadership, brands and media for 2026.Martin Beverley, co-founder and chief startegist at Ace of Hearts spoke about the importance of joy, while Netflix's head of advertising sales Ed Couchman said 2026 will be the year of fandom as consumers are wanting more from brands. Gravity Road's global executive creative director said agencies need to be AI literate to keep up with clients, while creativity will see a return to "raw human honesty" in 2026, said Kyle Harman-Turner, creative partner and executive creative director at FCB London.In this episode, Campaign's journalists who were at the event and on the panels dig into what the industry’s leaders predict for 2026, and why. Tech and multimedia editor Lucy Shelley is joined by deputy editor Gemma Charles, premium content editor Nicola Merrifield and deputy creativity and culture editor Charlotte Rawlings.Further reading:'Isn't it boring spending in the same place?': the case for a diverse media dietGlobal sentiment towards sustainability has 'fallen off a cliff', Trainline marketer saysThe Year Ahead 2026: Ad agenciesThe Year Ahead 2026: CreativityThe Year Ahead 2026: SocialThe Year Ahead 2026: Cultural trendsThe Year Ahead 2026: Media ownersThe Year Ahead 2026: BrandsThe Year Ahead 2026: TechnologyThe Year Ahead 2026: Media agenciesCan we talk about the ethics of AI-fuelled advertising?Coming up in the Campaign calendar: Brand Film Awards: deadline on 29 January Hosted on Acast. See acast.com/privacy for more information.

Campaign LOVES a pitch story, and the tail end of last year was very busy with many pitches taking place or being won right up to the final week. WPP won the £1.5bn government media pitch and the expanded review for Jaguar Land Rover, as well as media for Kenvue, while Publicis Groupe picked up the creative for the consumer healthcare company. Aviva's creative account went to Saatchi & Saatchi and the shortlist for IKEA was announced with Just Eat also yet to conclude. In this episode, Campaign digs into the state of new business last year, and where the opportunities lie in 2026, examining which sectors and disciplines will likely see more pitches over the next 12 months.Tech and multimedia editor Lucy Shelley hosts the episode featuring Campaign's editor-in-chief Gideon Spanier, data journalist for Campaign Red Jamie Rossouw and deputy news editor, Marianne Calnan-Holland.Further reading:The CMO Outlook 2026UK new-business rankings: latest 2025Two-thirds of CMOs 'definitely' pitching in next 12 monthsMars to switch $1.7bn media account out of WPPNatWest picks IPG as it consolidates media and creative accountSantander appoints Publicis to global creative and media businessStarling banks on network media agency after three-way contestPublicis agency swipes Monzo media account after BBH creative winAsda confirms media and creative agency appointmentsPublicis scoops Coca-Cola media in North AmericaComing up in the Campaign calendar: Brand Film Awards: deadline on 15 January Hosted on Acast. See acast.com/privacy for more information.

As the "happy new years" ring out, what resolutions are those in adland setting for 2026?Last year unleashed a relentless wave of change across the advertising and media industry, from agency mergers and closing shops to restructures, the growing prominence of social and tech platforms, and some great creative work. Now, in 2026, Campaign begins the year with a look at what adland’s new year resolutions should be, what the industry should give up and what is coming up in 2026. Over the next few weeks, Campaign is releasing essays on the year ahead and the top agencies to watch.Editor-in-chief Gideon Spanier, deputy creativity and culture editor Charlotte Rawlings and deputy media editor Shauna Lewis join the episode, hosted by tech and multimedia editor Lucy Shelley.Further reading:The Year Ahead 2026: Media agenciesThe Year Ahead 2026: StrategyThe Lists 2025: Top 20 film adsThe Lists 2024: Top 10 campaignsHas 2025 been the year for independent agencies?Traitor or faithful – what will adland remember about 2025?Will the new Omnicom work? Hosted on Acast. See acast.com/privacy for more information.

Does January feel like a week ago or five years? The past 12 months have brought with them a lot – a mega-deal, cyber attacks, agencies renamed, new chief executives, trends fading in and out, redundancies and, of course, AI.In the final podcast episode of the year, Campaign takes a look back over 2025 at some of the most memorable moments of the year, revisiting the top stories, reviewing who was the most talked about and picking out those moments that would be better forgotten.Tech and multimedia editor Lucy Shelley hosts the episode and is joined by Campaign UK media editor Beau Jackson, reporter Eszter Gurbicz and editor Maisie McCabe.Further reading:Lucky Generals: ‘A creative company for people on a mission: that is still our north star’White Lotus star Aimee Lou Wood will no longer appear in M&S Christmas adSantander appoints Publicis to global creative and media businessWPP recruits Microsoft exec Cindy Rose to replace Mark Read as CEOCampaign's top 10 most read stories:Group M tells staff about redundancies as restructure hits UKWPP mandates four days per week in officeOmnicom reveals huge agency shake-up, unveils new leadership, cuts 4000 jobsAgency pay revealed: a squeezed middle and a boost for bossesSchool Reports 2025: A to ZWPP employees push back on return-to-office policy with petitionRevealed: Latest hybrid working policies across 'big six' agency groupsWPP Media unveils new UK leadership structure under Brian Lesser overhaulGroup M axes global agency CEO roles in major centralisation pushWPP set to drop Group M brand in media shake-up Hosted on Acast. See acast.com/privacy for more information.

Waitrose, John Lewis, Tesco... the Christmas ads are all out and it's time for them to start selling. But what do adland's creative leaders make of the campaigns?Creativity and culture editor Gurjit Degun hosts this extra Private View episode of The Campaign Podcast, reviewing the top festive ads with David Kolbusz, chief creative officer at Orchard, Chaka Sobhani, the newly appointed global chief creative officer at TBWA\Worldwide, Richard Brim, founder and chief creative officer of Ace of Hearts, and Campaign’s UK editor Maisie McCabe. Talking through the craft, creative and ideas behind the ads, they discuss the following campaigns:John Lewis & Partners "Where love lives" by Saatchi & SaatchiWaitrose "The perfect gift" by Wonderhood StudiosTesco "That's what makes it Christmas" by BBHAsda "A very merry Grinchmas" by Lucky GeneralsApple “A critter carol” by TBWA\Media Arts LabPeta "Happy Christmassacre" by Grey London Hosted on Acast. See acast.com/privacy for more information.

Omnicom completed its acquisition of IPG on Wednesday 26 November after clearing EU regulation. On the Monday that followed (1 December) the new holding company revealed a huge restructure including 4000 job cuts to happen by the end of the year, agencies merging, new leadership announced and some networks ceasing to exist.In this episode of The Campaign Podcast, Campaign's editorial team discuss the shape of the new holding company, which agencies are left and what chief executive John Wren is hoping will make it succeed against its competitors. Hosted by tech and multimedia editor Lucy Shelley, the episode features editor-in-chief Gideon Spanier, editor Maisie McCabe and news editor Will Green.Further reading:John Wren’s ‘defining moment’: can the last King of Madison Avenue make the new Omnicom work?John Wren on how Omnicom ‘will succeed’: more collaboration, new bonuses, big job cutsOmnicom consolidates global advertising agencies into TBWA, McCann and BBDOOmnicom keeps six media networks but switches global CEOs to brand presidentsAdam & Eve/DDB to merge with TBWA\London and FCB to fold into AMV BBDOOmnicom Media promotes Natalie Bell and Katrina Bozicevich following IPG dealFCB's Tyler Turnbull set to be appointed CEO of McCann WorldgroupChaka Sobhani set for new role after Omnicom acquires IPGOmnicom-IPG: How merger will reshape the competition Hosted on Acast. See acast.com/privacy for more information.

At the start of the year, 2025 was predicted by some adland commentators to be the year for independent agencies. Omnicom was beginning to acquire IPG to make the largest holding company, redundancies occurred across some of the networks and WPP had a more-than-difficult year on top of a new chief executive.2025 has seen the launch of many independent agencies including Ace of Hearts, Studio.One and Baby Teeth, while Ark Agency and Uncharted came into their second year. Plus, IPG sold R/GA and Huge separately to private equity, also becoming independent. So now the year is almost up, Campaign's editorial team discuss whether independent media and creative agencies have benefited from distraction caused by the holding companies. Tech and multimedia editor Lucy Shelley hosts the episode and is joined by creativity and culture editor Gurjit Degun, media editor Beau Jackson and editor Maisie McCabe.Further reading:Omnicom reveals huge agency shake-up, unveils new leadership, cuts 4000 jobsAce of Hearts: dealing adland a new handTroy Ruhanen: 'I wouldn't have taken OAG job if it was all about efficiency and smashing things'Group M tells staff about redundancies as restructure hits UKOmnicom cut 3000 roles during 2024 ahead of IPG takeover moveMega merger adds to existing questions for InterpublicGlobal agency groups 2024 report card: Performances and staff numbers decline as restructures continue Hosted on Acast. See acast.com/privacy for more information.

Christmas ads keep snowing down across TV, social, live experiences and digital channels. With the multiplicity of formats and audiences fragmenting, does TV still reign as the top channel for festive films?In this episode of The Campaign Podcast, Campaign's editorial team gather to discuss the next round of Christmas ads, including Waitrose's "The perfect gift" by Wonderhood Studios, Tesco's "That's what makes it Christmas" by BBH and Disney's holiday short by Adam&Eve/DDB. Tesco and M&S Fashion, Home and Beauty replaced their longer TV ad with a series of shorter videos, while Waitrose produced a four minute rom-com style short film.Campaign's creativity team, creativity and culture editor Gurjit Degun and deputy creativity and culture editor Charlotte Rawlings, join editor Maisie McCabe to discuss why brands have altered the ‘typical’ Christmas ad format and it's role in the wider channel mix alongside social. Tech and multimedia editor Lucy Shelley hosted the episode.Further reading:Waitrose’s festive film the most watched 8pm slot on TV on 12 NovemberWhy Waitrose's 'The perfect gift' went rom-com for Christmas cut-throughWaitrose & Partners turns BFI Imax into 'Piemax'Give the people what they want: the strategy behind Waitrose & Partners' Christmas campaignM&S celebrates beauty of hosting in next phase of festive campaignWhite Lotus star Aimee Lou Wood will no longer appear in M&S Christmas adHow are the LHF restrictions affecting Christmas ads and beyond?What trends are shaping this year's Christmas ads season?Christmas 2025 round-up: watch all the festive ads Hosted on Acast. See acast.com/privacy for more information.

Where are all the mince pies? Still in Christmas advertising it seems, despite the Less Healthy Food and drink (LHF) restrictions.The voluntary period banning foods that are high in fat, salt and sugar (HFSS) began on 1 October this year for paid online ads and TV with a 9pm watershed, just in time for a snowstorm of Christmas advertising. As of 5 January 2026, the voluntary period ends and it will be compulsory for brands.In this episode, Campaign's editorial team discuss the festive ads from big brands like Waitrose, Tesco and M&S Food, and how the restrictions have impacted their creative campaigns and media plans. Are the ads devoid of Christmas food, or have brands found loopholes to feature their less healthy food products?Hosted by tech and multimedia editor Lucy Shelley, this episode includes creativity and culture editor Gurjit Degun, deputy creativity and culture editor Charlotte Rawlings and media editor Beau Jackson.Further reading:‘Selling more than what’s on the kitchen table’: Adland predicts how the LHF ban will impact ChristmasChristmas 2025 round-up: watch all the festive adsIs adland ready for the less healthy food ad restrictions?How to avoid detention over less healthy food ad rulesISBA warns NHS' 10 Year Health Plan could mean more products may be covered by LHF rules Hosted on Acast. See acast.com/privacy for more information.

Christmas has hit adland like a snowball in the face, with the festive ads coming in thick and fast, so what can be gleaned from the first phase of holiday advertising?In this episode of The Campaign Podcast, the editorial team break down the themes that emerged in the first batch of Christmas ads and the industry’s reaction to the campaigns so far. Tech and multimedia editor Lucy Shelley is joined in the studio by creativity and culture editor Gurjit Degun, deputy creativity and culture editor Charlotte Rawlings and editor Maisie McCabe.This episode was recorded last week, and discusses the following ads:John Lewis & Partners “Where love lives” by Saatchi & SaatchiSainsbury’s “The unexpected guest” by New Commercial ArtsMarks & Spencer Food “Traffic jamming” (in-house)M&S Fashion, Home and Beauty "Give the gift" by MotherTK Maxx "Festive Farm" by Wieden & Kennedy London (2023)Amazon "Joy ride" (in-house) (2023)Asda “A very merry Grinchmas” by Lucky GeneralsBoots “Gift happily ever after” by VML/The PharmFurther reading:Christmas 2025 round-up: watch all the festive adsJohn Lewis Christmas ad reaction: 'Soft nostalgia', 'middle of the pack', 'copy magic'‘We made the music the gift’: Saatchis and John Lewis on nostalgia, emotion and 1990s bangers'Brilliant brand fit' BFG stars in Sainsbury’s Christmas adWhat do you think of the first wave of Christmas ads?What are your hopes for this year’s crop of Christmas ads? Hosted on Acast. See acast.com/privacy for more information.

Advertisers have been pulling investment from newsbrands and trusted journalism for years. The latest AA/Warc figures show that national and regional newsbrands, along with magazines, have suffered the steepest declines in adspend across all channels, while tech platforms continue to claim a growing share of the market.However, the figures suggest this decline will slow in 2026, and this year's Media Week Awards was a successful night for many newsbrands, including The Telegraph, which took home the coveted Sales Team of the Year.This episode of The Campaign Podcast asks whether advertisers are moving away from trusted journalism or alternatively whether newsbrands are fighting back and seeing a resurgence. James Bailey, UK chief executive of Dentsu’s iProspect, joins the episode alongside Adam Foley, chief executive of independent agency Bountiful Cow and former director of UK advertising for the Guardian as well as founder of the News Alliance, a cross-industry coalition to encourage advertisers to support trusted news and journalism.Hosted by Campaign's tech and multimedia editor Lucy Shelley, this episode includes UK editor-in-chief Gideon Spanier and deputy media editor Shauna Lewis.Further reading:'Utterly ruinous': media agency boss on the impact of ad blocking on news brandsMedia 360: Media industry is ‘sentencing news to death’ and ignoring its effectivenessMajority of execs believe brand safety in news harms advertisersAhead of Trump's second term, Meta to scrap fact-checking on Facebook and InstagramNews needs youMars and Unilever on 'moral and business responsibility' to improve online safety Hosted on Acast. See acast.com/privacy for more information.

WPP, Publicis Groupe, Omnicom, Interpublic, Havas and Dentsu have hitherto been known to adland as the "big six". However, the past year has brought the announcement of a proposed merger between Omnicom and IPG, while Havas and Dentsu have become comparatively smaller.So, the "big six" become the "big three", but is there another challenger? Accenture Song's latest results reported revenues of $20bn (£15bn) in the 12 months to August, putting it on par with Omnicom’s $16bn, Publicis’ €16bn ($19bn) and WPP’s £15bn ($20bn). The business has picked up the $42m media account for Optus in Australia and remains in the running for Jaguar Land Rover’s global integrated marketing account.With significant changes among the biggest holding companies continuing to shift the advertising landscape, some have questioned whether it is the end of the "big six", heralding the start of a new "big four". In this week's episode of The Campaign Podcast, Campaign's editor-in-chief Gideon Spanier, UK editor Maisie McCabe and media editor Beau Jackson, examine the potential outcomes. The episode is hosted by tech and multimedia editor Lucy Shelley.Further reading:Accenture is at a crossroads for its global agency ambitionsWhat's next for Accenture Song? CEO Ndidi Oteh at Campaign Live‘Song is changing Accenture’: CEO Ndidi Oteh on media, M&A and ‘Big Four’ agency rivalryOmnicom now ‘confident’ IPG deal will close in November as EU approval nearsYannick Bolloré on Havas’ Q3 ‘acceleration’, Dentsu’s assets and being ‘open’ to M&AHavas ‘could be interested’ to buy or partner with some of Dentsu’s international assetsArthur Sadoun on why Publicis is ‘winning’ and how ‘struggling’ rivals have dragged down agency valuations Hosted on Acast. See acast.com/privacy for more information.

This episode of The Campaign Podcast explores whether marketers are using AI to do work traditionally done by their agencies and examines what clients are – and aren’t – doing with AI.It comes as Campaign launches the Power 100, the list of the most powerful marketers in the UK. This year they were asked questions designed to tease out where they are on their AI journeys.Presented by deputy editor Gemma Charles, guests on the podcast were premium content editor Nicola Merrifield, acting commissioning editor Louise Ridley and Will Hanschell, the co-founder and chief executive of generative AI platform Pencil that was acquired by The Brandtech Group in 2023.Further reading:Power 100 2025: AI – giving marketers 'superpowers'Power 100 2025: the full listCampaign Power 100 2025 Hall of Fame revealedAn inside job: when and how Power 100 marketers are going in-house Hosted on Acast. See acast.com/privacy for more information.

Campaign published its Faces to Watch list for 2025 last month and also canvassed the cohort on a range of topics both on and off-the-record. From hybrid-working and salary through to the rise of AI and diversity, the Faces – all of whom have worked in adland for eight years or less – gave their views freely.This episode not only dissects their thoughts but also offers the perspectives of adland leaders on the lot of their junior staff. Hosted by Campaign’s deputy editor Gemma Charles, this episode features deputy media editor Shauna Lewis, acting commissioning editor Louise Ridley and reporter Ezster Gurbicz.Among other issues, they discuss why juniors may have missed out by not starting their careers in the office due to Covid, the younger generation’s embrace of AI and the demise of hierarchical structures from yesteryear.Faces to Watch 2025: the full listFaces to Watch 2025: the AI adopters with a focus on diversityFaces to Watch 2025: Proportion 'very worried' about financial situation doublesFaces to Watch 2025: proportion in-office at least three days a week rises to over 80%Faces to Watch 2025: Drop in people experiencing bullying or harassment at workFaces to Watch 2025: Almost half think increasing use of AI in adland is positiveWhat would be your advice for this year’s Faces to Watch? Hosted on Acast. See acast.com/privacy for more information.

Neurodiversity exists in between 15 and 20% of UK adults, but recent All In data counts over half of adland’s UK workforce as neurodiverse, at 55%.This week is dyslexia awareness week, and to mark the occasion this episode looks into neurodiversity in adland, and how the industry supports people with different ways of thinking, both internally and in the ads it produces. Hosted by Campaign's tech and multimedia editor, this episode welcomes guest Wayne Deakin, former global executive creative director at Wolff Olins, as well as media editor Beau Jackson and deputy media editor Shauna Lewis from the Campaign.They discuss why advertising attracts people with different ways of thinking, how it impacts the work and the barriers and taboos that still exist making agency life challenging for those with neurodiversity.Further reading:‘More than just clothes’: Vanish builds on autism awareness workHow leaders can build a neurodiversity-friendly workplaceHow I got diagnosed with ADHD at age 38Great minds don’t think alike: How to tap the neurodivergent talent pool Hosted on Acast. See acast.com/privacy for more information.

Ndidi Oteh, the new global chief executive of Accenture Song, was interview on stage by Campaign's editor-in-chief Gideon Spanier at Campaign Live in her first UK interview.24 days into the new job, Oteh discussed navigating change and scale, plans to expand in media buying, and how the agency arm of consulting giant Accenture compares to the big holding companies. This episode features the full session from the event, with an introduction from Campaign's tech editor Lucy Shelley. Oteh divulged Song's acquisition strategy, focusing on talent and partnerships, and how the creative shop is actually changing the consultancy giant. Further reading:Four agency groups in race to win Jaguar Land Rover global marketing accountDentsu appoints bankers to seek buyers for international businessAccenture and WPP have discussed potential M&A dealWPP hires AKQA global CEO from AccentureAccenture Song dropped from TfL creative review for 'not meeting DEI criteria'Accenture Song appoints Ndidi Oteh as North America leadDavid Droga to step down as CEO of Accenture Song Hosted on Acast. See acast.com/privacy for more information.

Cars, airlines, FMCG brands and banks used to be some of the most desirables clients to have for an agency. Some clients are still more desirable to agencies than others, but is it based on size, market, sector or another factor? In this episode, Campaign's editorial team question if prestige sectors still exist and to what extent agencies actually choose their clients. Tech editor Lucy Shelley hosts the episode alongside premium content editor Nicola Merrifield, news editor Will Green and editor Maisie McCabe.Further reading:‘Old-fashioned and irrelevant’: how the dominance of retained accounts is on the turn‘Take the learning from the losses and the fun from the wins’ – how agencies deal with losing a lucrative client Hosted on Acast. See acast.com/privacy for more information.