CES 2026 was about more than gadgets – it offered a view into how media businesses can invest, innovate, and grow. Susan Schiekofer, US Chief Media Officer at WPP Media, shares her takeaways from the event and how today’s trends are shaping the company’s strategy.
Innovation in media and sports: CES 2026 reinforced what we believe at WPP Media – media is everywhere and in everything. With cultural tentpoles reshaping the way audiences engage with media, the future of innovation will be defined by intentional strategies and adaptive approaches that stand the test of time. Sports remain a central stage for innovation and engagement, and in a year defined by major global moments –including Super Bowl LX, the Winter Olympics, and FIFA World Cup 2026 – WPP Media Sports helps brands turn attention into real, measurable results. By uniting media strategy, sponsorships, content, and analytics, we’re moving beyond one-off campaigns to create ongoing strategies that build lasting audience relationships.
Evolving brand storytelling: CES highlighted that today’s media world is all about short-form video and AI-driven content. WPP Media helps brands tell better stories by using data, AI insights, and personalized experiences that stay connected with audiences 24/7. Media isn’t just a channel – it’s what links creative ideas to the right audience at the right time, helping brands respond instantly and deliver experiences people actually want. Our Open Intelligence platform lets us tailor ads and placements in real time, turning complex data into simple, actionable insights that drive smarter growth. The result is storytelling that adapts and grows with audiences, reflecting innovation in AI, immersive experiences, and media ecosystems.
AI-Driven media & audience relevance: Today’s fragmented media landscape is constantly evolving. Audiences move fast, technology moves faster, and reaching the right people has never been more complex. At WPP Media, we see this as an opportunity. By bringing together AI, our proprietary data, and partner insights, we help brands connect with people in ways that feel personal and relevant, even at scale. We don’t think of media as just a delivery channel. It’s where creativity comes to life – driving engagement, shaping culture, and making ideas travel further. We connect data, creativity, and analytics to learn quickly, adapt in real time, and build brand experiences that last. The result is what we call media magic: smarter, more human campaigns that make a real impact.
