March 2026 in Marketing
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March 2026 highlights the key shifts shaping modern marketing, from AI-powered content and creator ecosystems to evolving media consumption, regulation, and the growing importance of integrated, data-driven brand strategies.
✈️EasyJet invests in to an AI operating model for content
EasyJet said it had increased content output by 350% without raising costs by moving away from a TV-led model and building a creator- and AI-powered system instead. The airline said it now works with creators across Europe, uses AI to automate and distribute assets at scale, and has grown from producing a few hundred pieces of content to more than 60,000.
Why it matters
This is a strong example of a UK brand treating AI as an operating model as well as a content tool. For marketers, the bigger takeaway is how creator content, automation and localisation are being combined to produce far more creative, with local teams able to tailor work market by market without losing brand consistency.
🍗KFC doubles down on fandom and participation
KFC UK and Ireland launched the third chapter of its “Believe” platform, “How Much Do You Believe in Chicken?” The campaign pushes fans into active participation via QR codes, app activity and a longer-term mechanic that leads to an “ultimate test”, with one winner set to receive £50,000 and a golden egg. Marketing Week also reports this is KFC UK’s first major campaign since the UK’s less healthy food advertising restrictions came in.
Why it matters
For marketers, this is a smart case study in how to keep brand advertising distinctive when product-led comms are harder to execute. It also shows how big brands are trying to turn campaigns into ongoing participation systems, rather than one-off bursts of awareness.
🧥Burberry turns heritage into a global campaign platform
Burberry unveiled “The Trench, Portraits of an Icon”, a global campaign built around the trench coat as a symbol of British style. The campaign features 23 figures from film, music, sport and fashion, includes a documentary set to Blur, and forms part of Burberry’s wider 170th anniversary storytelling. The product story is tied tightly to British craft too: the Heritage Collection is made in England at Castleford, with fabrics woven in Keighley, Yorkshire, and pop-ups include Regent Street London.
Why it matters
This is a useful reminder that heritage marketing works best when it is not nostalgic for nostalgia’s sake. Burberry is connecting archive, celebrity, retail theatre and manufacturing provenance into one joined-up brand narrative, exactly the kind of integrated storytelling luxury and premium brands are trying to get right.
📺ITV says streaming is reshaping TV advertising
ITV said ITVX hours streamed were up 16% year on year, digital advertising revenue rose 12%, and digital now accounts for 31% of ITV’s total ad revenue. ITV CEO Carolyn McCall said this points to a broader shift from linear TV to streaming, with the industry increasingly needing to think in terms of live and on-demand viewing rather than older channel definitions.
Why it matters
TV advertising isn’t split neatly into “traditional TV” and “digital” anymore. People now watch a mix of live TV, catch-up services (like ITVX) and streaming platforms, often switching between them without thinking.
For brands, this means they can’t plan campaigns in separate silos. Instead, they need to treat all video as one connected channel, making sure their ads, budgets and measurement work seamlessly across wherever people are watching.
📃The UK’s online advertising rules move closer to a new framework
DCMS (Department for Culture, Media & Sport) published the Online Advertising Taskforce progress report 2025, setting out 2026 priorities for the sector. The report says the Taskforce has added an AI group and a new focus on ad fraud, and that the aim for 2026 is to agree the principles, reporting channels, funding and governance needed for a full framework launch from summer 2026, which it describes as a potential world first for increased regulation of online advertising.
Why it matters
This is one of the most important UK policy developments marketers should be tracking. It suggests that transparency, accountability and fraud prevention are moving into a more formal operating framework, with obvious implications for platforms, agencies, brand safety teams and media buyers.
💷The ASA system gets a funding rethink
The ASA (Advertising Standards Authority) said advertising leaders had set up a new taskforce to secure long-term funding for the UK’s ad self-regulatory system. The ASA said UK advertising has doubled in size since 2019, while its monitoring has become far more tech-driven: in 2025 it scanned 59 million ads using its Active Ad Monitoring system. It also said the current funding model, largely unchanged since 1974, no longer reflects the scale and complexity of today’s market. Google and Meta are providing interim support while a longer-term solution is developed.
Why it matters
The most important detail here is the 59 million ads scanned. That shows the ASA is trying to proactively police online advertising at scale. In a market flooded with fast-moving, highly targeted digital ads, that kind of automated monitoring is becoming essential. The funding rethink matters because if the system is expected to monitor millions of ads, tackle harmful or misleading content faster, and keep pace with digital platforms, it needs a model built for the modern ad market, not one designed decades ago.
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