Guest article: Lynda Dupont-Blackshaw
Smart marketing professionals looking to gain an early advantage in 2026 would do well to consider the following emerging trends, says Lynda Dupont-Blackshaw, the former Global CMO at Crowe and now a senior strategic leader advising some of the world’s leading professional services firms.
Discovery budgets: Safe space to experiment
Given the constant pressure to demonstrate tangible ROI on marketing spend, it is understandable to feel less inclined to experiment in new areas or in areas where the team has limited experience. This is where a discovery budget becomes useful. When planning budgets for the year ahead, an increasing number of forward-thinking marketing leaders are introducing a discovery budget: a ring-fenced allocation of funds dedicated to testing, experimenting, and learning. It is not tied to regular business activity. Instead, it gives the marketing function permission to explore without the constraints of guaranteed ROI. This can be particularly valuable when assessing emerging technologies such as AI, where learning through controlled experimentation is critical.
Media relations: The brand battleground
As SEO gives way to GEO, media relations is emerging as the most competitive brand battleground. The nature of optimisation has fundamentally shifted. As AI-driven search engines prioritise credible sources, earned media, expert commentary, and by-lined content have become essential signals of authority. Savvy marketing leaders will recognise that media relations have moved from a traditional PR function to a highly valuable strategic brand investment.
Re-humanising client experience
As more firms turn to automation for routine interactions, the real differentiator in 2026 will be human connection. Forward-thinking firms will double down on high-touch, relationship-led experiences—think bespoke onboarding, premium service tiers, thoughtful client check-ins, and highly personalised insights. In a world that seems dominated by digital efficiency, the quality of human engagement is likely to emerge as a defining factor in client loyalty and long-term relationships. These more intentional, meaningful interactions also play a crucial role in building trust, which clients increasingly seek in their advisory relationships in today’s fast-moving and disrupted market.
Micro-events take centre stage
The same focus on genuine human connection is reshaping how events are experienced. Large conferences are starting to feel outdated and less relevant, while smaller, curated gatherings are set to take centre stage. The value of these in-person moments is clearer against the backdrop of an increasingly AI-driven engagement strategy. According to Cvent’s 2025 industry data, 58% of event teams plan to host small in-person events with fewer attendees next year. Micro-events—invite-only roundtables, executive briefings, private workshops—offer depth, personalised interaction, and stronger engagement potential. In 2026, the ability to create spaces for meaningful conversation and relationship-building will be just as important as the content itself, reinforcing trust and deepening client relationships.
Lynda Dupont-Blackshaw is the former Global CMO at Crowe and a senior strategic leader advising some of the world’s leading professional services firms on brand and marketing strategy.