We asked the Mad Hat Asia team in Singapore what they’re excited about in 2026, and one thing was clear. PR is evolving, and we’re ready for it.
At the top of the list is better storytelling. Mervyn Lee, our Account Director, is looking forward to seeing more brands invest in their own entertainment and media arms, not just campaigns. When brands think like content studios, they stop interrupting culture and start contributing to it. Stories become richer, more intentional and more memorable.
That shift from volume to value came up again and again. Foong Yan Kai, our Senior Account Executive is excited to move away from chasing coverage numbers, and towards quality storytelling in new formats, especially social-first interviews and features that audiences actually want to watch. Breannice De Souza, Account Executive, echoed this, hoping for smarter PR measurement that goes beyond reach and impressions to show impact on trust, relevance and real business outcomes.
In a noisy world, relationships matter more than ever. Krisha Ramos, Account Director, believes strong, focused relationships with journalists and KOLs will become increasingly valuable, because trusted voices cut through far better than mass distribution. Zoe Chan, Account Manager, and Trinisha Kaur, Account Executive, are looking ahead to more experiential and long-term thinking, from creative, news-worthy brand experiences to campaigns that build stories over time, not just one-off moments.
And as Nicole Chia, Account Executive, points out, IRL moments are making a comeback, supported by smarter use of AI behind the scenes. From media monitoring to pitching support, AI can help us work faster, so we can spend more time where it matters most. On strategy, creativity and relationships.
2026 feels intentional. And we’re here for it.