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Title: Always-on, not once-off: How brands are rethinking activations in 2026

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 where consumers already spend time, such as retail spaces, workplaces and community settings. This approach supports ongoing visibility and familiarity while allowing for more frequent consumer interaction.From an experiential perspective, always-on does not imply repetition without variation. Instead, it involves developing modular activation formats that can be adapted to different locations, audiences and contexts. A single creative concept can be deployed across multiple environments, including retail, community spaces, events and pop-ups, while maintaining consistent brand messaging.Budget efficiency is another factor contributing to this shift. As marketing investment faces increased scrutiny, brands are seeking activation models that deliver value over a longer period. Always-on activations allow costs to be distributed over time and enable optimisation based on performance insights gathered from earlier executions. This supports a more data-informed approach to experiential marketing.For activations agencies, this model requires a move away from campaign-based plannin...

This press release is issued by King Newswire