Always-on, not once-off: How brands are rethinking activations in 2026
In 2026, brands are increasingly reassessing how they approach experiential activations.
Sandton, Gauteng, South Africa, 14th Jan 2026 – In 2026, brands are increasingly reassessing how they approach experiential activations. Traditional once-off, high-intensity campaign models are giving way to more sustained, always-on activation strategies. This shift reflects a broader recognition that brand relationships are built through consistent and relevant engagement rather than isolated campaign moments.
An always-on activation model focuses on maintaining brand presence throughout the year, rather than concentrating activity into short campaign periods. Brands are moving away from single large-scale roadshows in favour of smaller, repeatable activations that appear regularly in environments wh...
