What should we be measuring in 2026 and why?

We all know briefs should start with clear objectives and agreed KPIs. It’s the strategist’s equivalent of eating their greens. But measurement doesn’t have to be dull. It can be fun, fascinating, and a real opportunity to add strategic value. It’s more than just brand tracking or emotional ad testing; it’s a dynamic, creative space that’s alive with possibility.

So we’re bringing in the experts for APG Noisy Thinking: expect short, punchy 5-minute talks, plenty of questions, and fresh, practical ideas you can apply straight away.

Meet the speakers

• Tom Roach of Jellyfish on what’s happening now that a new audience - LLMs - is mediating our work.
• Sammy King of TikTok on living social insight and how to use it.
• Jared Tanna of Canvas8 on what you can learn and apply from cultural dynamics.
• Joy Talbot of Analytic Partners on the power of holistic measurement and storytelling.
• Josh Bullmore of Leo Burnett, the host of the evening.