As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Upali Nag Kumar, President – Strategy, WPP Media South Asia, 2025 marked a clear pivot toward accountability, immediacy, and outcomes-led thinking driven by sharper consumer expectations and AI’s growing influence.
She says, “2025 marked a decisive shift toward outcomes-led thinking. Consumers became far more demanding - seeking immediacy, relevance, and proof, while businesses asked tougher questions around ROI and sustainable growth. From a strategy lens, this pushed us to go deeper into data, decode micro-behaviours, and design frameworks that deliver value in the moment while still building long-term brand equity. AI moved firmly into the ‘here and now,’ changing how consumers search, create, and interact with brands.”
Looking ahead, she believes the next phase will demand sharper intent signals, adaptive narratives, and a more connected approach to strategy. “In 2026, will be shaped by three shifts. First, the rise of micro-behavioural planning, where understanding intent in real time matters more than broad cohorts. Second, storytelling will become more adaptive, as AI reshapes how consumers search, create, and engage with brands across moments, not campaigns. Third, strategy will move from optimisation to orchestration, connecting data, creativity, and context to deliver relevance now, while compounding brand equity over time.”
(As told to Jennifer Thomas)
