Jack Blog
January 7th, 2026
2026 will feel different. The old playbook of big statements and safe bets is giving way to ideas that feel personal and real. Brands are moving beyond the expected, creating experiences that spark pride, build trust, and make people feel like they belong. And while technology is reshaping creativity and connection, the real world is making a comeback. Offline moments, phone-free events, tactile storytelling, and shared experiences, will offer the antidote to digital fatigue.
AI is stepping out of the lab and into everyday life from judging awards, shaping talent, and collapsing the gap between physical and digital. Inclusion and transparency are no longer optional; they’re baked into design, culture, and even how we celebrate creativity. At the same time, cultural shifts are rewriting the rules of commerce. From non-traditional sponsorships in sports to partnerships that feel authentic and diverse, brands are finding new ways to meet audiences where they are.
Consumers are watching closely. Hype and drops may trend, but gaps between words and actions, especially on sustainability, which is much touted but undergoing a change with consumers shifting from “say you care” to “show your work.” Global events like FIFA 2026 will raise the bar, while entertainment and sports reinvent fan engagement with immersive, community-first experiences.
The path forward is clear: act locally, design inclusively, credit the makers, and create moments that matter both online and off. It’s time to replace volume with veracity and build cultures people want to join and brand worlds they choose to enter.
If the past few years taught us anything, it’s that change doesn’t wait. So, what happens when technology, culture, and creativity collide in 2026? We turned to voices across Jack Morton for answers, and their insights reveal a future that’s more human, more immersive, and more demanding of truth. Here’s what they see coming:
Why Experiential Internal Comms Will Win in 2026
Why Experiential Internal Comms Will Win in 2026Natalie Ackerman, Chief Talent Officer
Because the business and retention issues of the last few years have strained morale, brands are rethinking how they communicate with their own people. Beyond memos and town halls, internal comms will become more experiential, designed to spark pride, connection and belonging. Expect tactile gestures like custom patches, team board games, and shared rituals that make employees feel seen and valued. These aren’t gimmicks; they’re signals of care in a climate where retention matters as much as recruitment. The goal: turn everyday work into a culture employees want to stick with.
Limited Drops Hit… Before They Hurt
Limited Drops Hit… Before They HurtCamryn Ciano, Senior Marketing Associate
Fast corporate trends will keep creating huge online buzz and rapid sell-outs, but they’ll also drive growing skepticism. Drops like Starbucks’ glass bear cup are designed for loyal superfans who will buy anything the brand puts out, not the everyday customer. These releases inevitably polarize the brand: die-hards lean in, indifferent customers run to the competition, and critics are further validated. It all starts to read as inauthentic, especially when Starbucks publicly champions sustainability while encouraging consumers to buy multiple novelty cups each year. The mismatch between message and behavior risks eroding trust, even as the hype keeps trending. You’ll continue to see these drops through 2026, but as our consumers become more conscious, your limited time drops will be a thing of the past.
Awards Shows Will Be Judged by Algorithms
Awards Shows Will Be Judged by AlgorithmsDamian Ferrar, EVP, Global Head of Innovation
By 2026, creative awards will experiment with AI-assisted judging, analyzing emotional response, originality, and engagement patterns. The new jury member won’t sleep, won’t network, and won’t play favorites.
Inclusive Design: The Next Evolution of DEI
Inclusive Design: The Next Evolution of DEIDoss Freel, Associate Design Director
The conversation around DEI is expanding beyond race and gender. While those remain critical, organizations are recognizing that true equity requires a broader lens, one that accounts for neurodiversity, socioeconomic status, remote/hybrid work equity, and supplier diversity. I predict a shift toward inclusive design: embedding accessibility and belonging into every layer of the enterprise. This means moving beyond HR initiatives to weave inclusion into leadership, culture, operations, and decision-making. From product development to workplace policies, inclusive design ensures systems work for everyone, not just the majority.
From Hidden Hands to Headliners: The Future of Creative Recognition
From Hidden Hands to Headliners: The Future of Creative RecognitionKevin Gosselin, SVP, Senior ECD
Advertising has been largely anonymous to the public, the creators disappearing behind the scenes. But, in the past, you knew there were people behind the brand. With a focus on authenticity and transparency, forward-thinking brands can enter an era where the photographers, writers and artists are credited in the creation of their work. Not so much for the makers, but for their consumers to know there is real humanity behind their outreach to the world.
2026 Is the Year US Sports Fans Say No Más!
2026 Is the Year US Sports Fans Say No Más!Patrick Heffernan, SVP, Group Strategy Director, Co-Head of Jack 39
Sports saturation meets factualization and fan viewership hits a wall. On top of the heavy slate of usual sports, it’s a year of Winter Olympics and Men’s World Cup. New women’s professional volleyball, softball, and baseball leagues launch while virtually every major sport is expanding in some way. For fans, watching will grow more complicated with new ESPN and FOX streaming services in play, as well as Amazon Prime, Netflix and Apple expanding sports content. Meanwhile, the regional cable sports death spiral continues. With prices going up across platforms, viewership hits the wall, and fans will turn to free social and digital channels to follow their teams instead.
Global Events Will Accelerate Brand-Led Sustainability
Global Events Will Accelerate Brand-Led SustainabilityJulien Le Bas, SVP, Executive Creative Director & Global Head of Sustainability
With federal climate policy in flux, brands can’t wait for Washington. They’ll lean on state rules, internal commitments, resilient supply chains, and transparent metrics. Consumers now expect proof, not promises with the shift from “say you care” to “show your work.” Major global events will spotlight this urgency. FIFA 2026 will expose climate risk, with heat concerns reshaping schedules and operations. LA28 raises the bar: 100% renewable energy, transit-first planning, and 90% material reuse: measurable, mandatory, and signaling the future. Across Europe and Asia, similar frameworks are emerging. Brands that show up at these global moments with credible, transparent strategies will set the pace.
Goodbye Late Night, Hello Entertainment Press Tour Makeover
Goodbye Late Night, Hello Entertainment Press Tour MakeoverTilona Moore, Director, Awards and Content
The era of late-night celebrity interviews is fading fast. With average viewers uninterested in traditional press tours and upfronts, and trailers fighting against the algorithm for attention, entertainment brands need fresh strategies to promote film and TV releases. Expect more studios to follow Netflix’s lead: turning forgotten malls into immersive experiences with rotating themes and live celebrity appearances. Picture HBO hosting murder-mystery games before The White Lotus season 4 premiere, or YouTube creators exploring a recreation of the Trojan Horse alongside cast members from Christopher Nolan’s The Odyssey. By ditching static interviews, brands will create content-rich worlds for fans and press to experience together before the big premiere.
Beyond Clever Prompts: Redefining What It Means to Know Your Craft
Beyond Clever Prompts: Redefining What It Means to Know Your CraftJoe Panepinto, PhD, SVP, Head of Strategy
As an adjunct professor as well as an agency strategy lead, I’ve been running into challenges where AI usage hides all kinds of incompetence. Being able to generate a research report or persona with a clever prompt or two reflects a much different depth of knowledge or skill than compiling one the old way. Determining what a person or an agency or a client actually knows and is requires us to rethink how we identify and evaluate competence.
Offline Saves the World
Offline Saves the World Mary Trybus, SVP, Executive Creative Director
Between AI-generated content, fake and fabricated posts (also known as AI-slop), and algorithms narrowing what we view, we’re growing fatigued by the digital world. We’re posting less, removing apps from our phones or signing off social completely. The antidote to all this is refreshingly simple: human communion. In 2026, offline will have a moment and brands can benefit by showing up in the real world in meaningful ways. Developing phone-free events that foster deeper connections around passion points—think exclusive screenings, performances, culinary moments or conversations. Reinventing experiences with emotive and participatory elements to build community. Incorporating tactile storytelling (yes, print) that invites discovery and longer-term engagement. While divides deepens online and civility crumbles, the real world has the opportunity to save us. And in 2026, brands can play a role in making that happen.
The Rise of Non-Traditional Sponsors, Especially in Women’s Sports
The Rise of Non-Traditional Sponsors, Especially in Women’s Sports Sam Wexler, Account Manager
Traditionally, leagues locked in big categories—alcohol, financial services, auto, travel, insurance, apparel. Today, many—especially women’s leagues—are leaning into culture and forging partnerships that transcend sport. The NWSL closed 2024 with Bobbie as its exclusive infant formula partner and chose Alex Cooper’s Unwell Hydration over legacy giants like Gatorade. These moves signal a shift: reaching younger, more diverse audiences with partnerships that feel authentic and meaningful. So far, most non-traditional deals have come from women’s leagues (WNBA, NWSL), but the trend is spreading. Abercrombie teamed up with NFL players and their wives, and Kristin Jusczyk’s Offeason brand is now NFL-licensed. Expect more cultural crossover—beauty, fashion, jewelry—making their way into all sports, men’s included.