EVP, Global Media
Being named to Ad Age’s 2025 Media Buying Power List is an incredible honor, and one I’m proud to share with the brilliant minds who continue to raise the bar in our industry. But as flattering as recognition can be, I’m far more focused on what comes next.
The future of media isn’t static. It’s flexible. Responsive. Context-aware. And in 2026, I believe the marketers who win will be the ones who can adapt in real-time — to buyers, to signals, to change itself.
Here’s what I’m watching closely and why it matters now.
AI Isn’t a Channel. It’s a Force Multiplier.
At Just Global, AI is the rule, not the exception. It’s a foundational capability seamlessly embedded into our daily workflows across creative, media, and measurement. It helps us accelerate insight, sharpen execution, and scale performance where it matters most.
In the year ahead, the most disruptive force in media won’t be a new channel. It will be the presence of AI in and across all of them. AI is becoming the accelerator between audience, content, and context. It allows us to adapt messages dynamically and make smart decisions that drive better outcomes.
This isn’t about hype. It’s about real impact. And the untapped potential is extraordinary.
What Needs to Go
Fragmented, disconnected planning. Channel-first thinking. Media that doesn’t support the full buyer’s journey.
Too many B2B strategies still treat media as a series of siloed activations. But that’s not how people buy, especially in high-consideration categories where decision-making is messy, collective, and constantly evolving.
The buyer’s journey isn’t linear or siloed, so why should our media be? It’s time to move on from tactics that don’t reflect real behavior—or worse, fail to connect it. We need journey-aware planning that blends brand and demand, aligns with sales, and adapts to buyer intent.
What Needs to Stay on Your Radar
It’s not about being everywhere. It’s about showing up with purpose.
In 2026, intent-led, audience-first planning will matter more than ever. That means using data to inform when and where we show up and designing every touchpoint to reflect where the buyer is in their process, not just where we want them to be.
Delivering purposeful, audience-led experiences means rethinking even the most established tactics. Thus, the inspiration behind The Next Frontier of Content Syndication a resource we built with input from valued media partners—to help B2B marketers reimagine syndication as a smarter, performance-minded channel. If you’re still chasing volume over value, this is your signal to rethink the model.
Search Has Entered Its AI Era
For the first time since Google’s rise, something is truly challenging the dominance of traditional search.
Generative AI is shifting how buyers seek answers and how brands show up in that journey. As GenAI becomes the new interface for discovery, traditional search loses its monopoly, and media and content strategies need to evolve fast. Expect AI answer engines, dynamic talkables, and adaptive creative to take center stage. Watch this space.
For the Next Generation of Media Pros: Stay Curious
If you’re starting out in media, here’s my advice: stay flexible. Stay curious. Stay close to the data, but don’t forget the people behind the numbers.
This industry will change every day—be adaptable. That’s part of the job. What won’t change is the value of understanding your audience, your partners, and the broader story behind the signals. The ultimate media expert today must know the data and technology far better than the channels themselves.
Where I Stand on What’s Next
At Just Global, we’re not just executing campaigns. We’re building strategies designed to grow revenue, shape reputation, and create meaningful brand experiences. All of this is powered by the belief that media should do more than deliver impressions or leads.
We operate in-region across 140 countries and 9 languages. We act locally and think globally. And as part of Trilliad, the world’s first Growth Services Provider, we’re helping B2B marketers turn buyer intent into measurable impact across the entire funnel.
If you’re looking for smarter ways to plan, activate, and optimize media in 2026, this is the roadmap.
Want to stay in the loop? I’ll be sharing more of what I’m seeing in market and what’s working across channels in the coming weeks.
Website traffic may be dropping, but that’s not bad news. As AI engines and zero-click searches reshape how buyers find information, marketers must shift focus from clicks to visibility. This blog explains how to turn your website into an AI-ready “information engine” and how Just Global can help your brand stay discoverable in both human and AI-driven search.
At Just Global, AI isn’t just speeding up analytics—it’s redefining it. From Python-powered workflows to shared innovation, our team is transforming reports into strategic insights. Discover how automation is fueling imagination, resilience, and smarter client outcomes.
Four women from Just Global have been shortlisted for the 2025 Women in Marketing Awards, recognizing leadership, innovation, and industry impact on a global stage. From advancing AI in advertising to redefining analytics and media operations, these finalists embody the intelligence, creativity, and purpose that drive our agency forward.