The 2026 State of Creative Advertising
Our annual synthesis of spend, formats, and creative effectiveness across 400 campaigns and nine markets.
W
Wink Admin
Executive Creative Director
Jul 04, 20261 min read
Executive Summary
Budgets consolidated, formats fragmented, and distinctiveness returned as the single strongest predictor of effectiveness.
Key Findings
Long-form brand building recovered share after a decade of performance dominance.
Methodology
400 campaigns, nine markets, effectiveness scored against category-adjusted baselines.