What Most Agencies Will Get Wrong About 2026

As agencies plan for 2026, many are already making assumptions about growth, clients, regulation and resilience that may not hold up in reality.

This webinar brings together a senior panel to challenge those assumptions and offer a grounded outlook on what agencies should genuinely be preparing for – and where they risk getting it wrong.

The session will explore the economic outlook and business confidence heading into 2026, the policy and regulatory landscape agencies need to be mindful of, and the client-side realities shaping expectations at the top end of the market. Alongside this, we’ll hear an agency founder’s perspective on how agencies are adapting internally – from commercial pressures and operating models to talent, delivery and client relationships.

Speakers include:

Spencer Gallagher, Founding Partner, Bluhalo.io

Spencer started his agency life in 1999. He exited his own agency, selling to Gyro in 2008, taking them to the 8th largest Digital Agency in the UK in 2009. Spencer has since dedicated his time to supporting the now, next and future generation of agency owners. He has worked with thousands of agency owners globally supporting and advising them with growth, acquisitions, and exits.

Spencer Gallagher is a dynamic leader and blends deep industry insight with an entrepreneurial drive to help brands scale in an increasingly technological world. With a passion for innovative solutions and a sharp focus on client growth, Spencer champions a people-first approach to business that prioritises meaningful impact. Known for his ability to navigate complex challenges and inspire teams, he brings strategic vision and operational excellence to everything he does – from shaping go-to-market strategies to cultivating strong partnerships. Spencer continues to drive transformation, empowering organisations to unlock new opportunities and build sustainable success in the modern economy.

Spencer is also an accomplished speaker and author. His first two books – Agencynomics, helped all types of agencies scale from start-up to the first £5M in revenue. He also co-founded and exited two successful independent agency founder communities.

Ian O’Donnell MBE, Business Consultant / Non‑executive Director, Federation of Small Businesses 

Ian O’Donnell is a business consultant, non‑executive director, and influential small‑business advocate best known for his leadership role within the Federation of Small Businesses (FSB). A long‑standing FSB member since 2002, he has served in multiple elected volunteer roles across Warwickshire and Coventry before joining the FSB Board. He also currently serves as Deputy Chair of UK Policy, leading national work on net zero and regularly engaging with government decision‑makers to champion the needs of SMEs.

Alongside his FSB responsibilities, Ian is a business owner, founder, and managing director of Real Point, providing design, marketing, and technical support to organisations. He is also a Teaching Fellow and Entrepreneur in Residence at Coventry University, lecturing on entrepreneurship, innovation, and marketing. His contribution to the economy and community led to his being awarded an MBE in 2017.

Lee Willett, ex Brand Director for Carling, Coors and Sharp’s Brewery 

Lee Willett⁩, recently Brand Director for Carling, Coors and Sharp’s Brewery and one of the UK’s most proven FMCG turnaround leaders. With 25+ years’ experience, Lee has delivered four major brand turnarounds across major players like Molson Coors, Dairy Crest, Kerry Foods and AB World Foods – returning Carling to growth after a decade of decline, scaling Cathedral City to its largest-ever size, and driving award-winning campaigns for Coors, Wall’s Sausages and Cathedral City. A strategist at heart, Lee specialises in brand transformation, storytelling and unlocking growth in tough categories.

Stephen Woodford, Chief Executive, Advertising Association

Stephen became CEO of the Advertising Association in October 2016. The AA promotes the role and rights of responsible advertising and its value to people, society, business and the economy. The leading advertising trade bodies, commercial media owners and tech platforms are all members of the AA. The AA focuses on ad industry priorities, such as public trust in advertising, inclusion through the All In programme and sustainability, as the home of Ad Net Zero, which started in the UK and now extends internationally. The AA lobbies on behalf of the industry with Government and promotes the economic value of the industry through the ‘Advertising Pays’ reports. It is the home of Media Smart, the industry’s media literacy programme and the UK Advertising Export Group, promoting the UK’s world-leading exports performance.

Ruth Cartwright, Managing Director, Active UK

Ruth joined Active as UK, Managing Director in September 2025 and leads UK operations with a focus on strengthening digital partnerships, automation capabilities and future facing solutions.

Prior to Active Ruth’s career began over 20 years ago, with a significant part of her experience in major agencies like GroupM, Publicis and Dentsu. Most recently she was Sky Media’s investment director leading the UK sales team and driving revenue across the company’s advertising products.