December 17, 2025 | SIGN UP
Michael Bürgi
SENIOR EDITOR, MEDIA BUYING AND PLANNING
I'm surprised at how busy the end of the year has been. By mid-December, phone calls and emails usually go something like, "Let's pick this up in the New Year, or after CES." Not so this year. But 2025 has been unlike any in the world's history, from a geopolitical and media-industry point of view. (Two words seem to sum it up: AI and Trump.)
So how is a company, an agency or even an industry organization supposed to prepare for 2026, which looms large in its opportunity (Olympics! World Cup!) as well as its challenges (Midterms! AI!)? With a LOT of work, preparation and flexibility. Look at Justin Thomas-Copeland, the 4As' CEO, whose association represents an industry in the midst of massive flux. His mandate is to help his constituents all he can, in ways he spelled out below.
Or Crossmedia and Mile Marker, two independents of differing size and status, who have made executive moves to harness as much growth as possible, given the upheaval at the top echelons of the holding companies.
But I urge everyone to do one thing before 2026 starts: Take a break! Enjoy Christmas or Chanukah or Kwanzaa, or even Festivus, if that's how you roll. Pop a little champagne on New Year's Eve, and spend some time with loved ones. 2026 can wait.
Wishing you all excellent holidays and a successful 2026.
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