By: Tarek Miknas: CEO – FP7 McCann MENAT

At McCann, our philosophy is grounded in Truth Well Told – and one truth that stood out in 2025 was the undeniable power of consistency.

Today, we spend an enormous amount of time focused on lower-funnel, executional, transactional work with a 3-day lifespan, or less. But the real lesson is this: when you get the creative thinking and ‘Truth’ right up front and tell it Well with fresh executions to stay relevant to the ever-evolving consumer, consistency compounds value year after year.

You see this play out in some of the world’s most enduring brands. Mastercard is inseparable from ‘Priceless.’ L’Oréal’s iconic line, “Because I’m worth it,” continues to define its voice and value across generations. They’re the result of long-term commitment to a singular, coherent truth. One that’s told well, time and again.

Brand spend will make a comeback. 

As the value of long-term brand building becomes clearer, marketers will naturally shift more focus in that direction. But this work will need to earn its place – by driving consideration, influencing purchase, and delivering measurable business outcomes. Importantly, it won’t replace performance marketing; it will work alongside it, seamlessly connected as part of a unified strategy.

However, the expectations will be higher. Creativity must be powered by intelligence – with the right tools, talent, and technology working in harmony. And as AI becomes more integrated into the creative process, we have a responsibility to apply it thoughtfully, ensuring we uphold the highest standards of ethics, transparency, and brand safety in an increasingly dynamic landscape.

In 2026, the most successful brands won’t necessarily be those that do the most – they’ll be the ones that connect the dots best and prove the value of everything they do.