WPP Media's Navin Khemka: 2026 Demands Accountability, Not Media Excess

• Navin Khemka of WPP Media predicts 2026 will be a year of accountability and media reset, moving away from unchecked expansion.
• 2025 saw India's media ecosystem consolidate, focusing on effectiveness, accountability, and sustainability over sheer scale.
• WPP Media achieved over 50% market share in 2025, while EssenceMediacom became the No. 1 agency for new business, driven by client-centric models and WPP Open.
• AI, particularly generative AI, transformed the industry in 2025, with WPP Open significantly improving efficiency, scale, and marketing effectiveness.
• Key 2026 trends include retail media regulation, a reset in cricket media rights, stabilizing Connected TV growth, and increased consumer digital detox.

Why It Matters: 2026 will prioritize smart planning, responsible AI, and justified media decisions over blind optimism.