We reveal the last wave of individuals who will be judging The Wires 2026. What do they believe makes a winning entry? 

As we advance through Q2, this year's The Wires ceremony edges closer.

Our judges, chosen from a selection of experts across the ad tech sector spanning brands, agencies, and publishers, are preparing to assess the fierce competition. 

When they take on the task of judging, what will they be looking for?

Some are focused on authenticity: they want to see real outcomes. Meanwhile, others put emphasis on trust and ensuring ethical uses of AI within customer experiences. 

We reveal the final faces on this year’s judging panel, along with their insights regarding what will make a winning entry for 2026. 

Steve Challouma, Consumer, Brand and Commercial Strategy, Freelance

I’m delighted to join The Wires judging panel and celebrate work that genuinely moves our industry forward in an increasingly dynamic landscape.

Inventive, creatively led ideas that harness technology are always exciting, but the entries that truly stand out will be those that drive brand growth and deliver real commercial impact. That balance of ingenuity and originality, anchored in clear strategic thinking, measurable objectives, and proven outcomes, will be the hallmark of winning work.

I’m also particularly interested in how the entries reflect the shifts we’re all navigating in consumer behaviour and media consumption.

Poonam Lakhani, Regional Strategy Director, UM Worldwide

Being part of The Wires judging panel is a chance to step back and see what’s genuinely moving the industry forward, beyond the polish of a case study. The work that stands out today is defined by clarity. It knows exactly what role it plays, who it’s for, and how it delivers impact.

For me, award-winning work is less about scale and more about how well everything comes together. A strong idea, grounded in real insight, brought to life through thoughtful execution where media is part of the idea, not just the channel.

It’s that cohesion between strategy, creativity, and delivery that makes work feel complete. I’m hoping this year’s entries reflect a shift towards work that is built to last, with clear intent, cultural relevance, and meaningful business impact, not just in the moment but over time.

Adip Agarwal, Global Brand Director - Malts & Irish, Brown-Forman

I am thrilled to be joining the judging panel for The Wires awards 2026. I look forward to reviewing some very exciting work across categories. I feel that sometimes we marketers get so busy just ‘doing’ stuff, we forget to stop and reflect, the consumer becomes just a sum of data points. I hope to see bold campaigns built around true human insights that have a transformative impact on the brand.

Fran Hale, Senior Director, Ad Sales & Brand Partnerships, EMEA & APAC, Moonbug

I’m particularly excited to be on The Wires judging panel at a time of so much innovation and change in our industry. As AI is increasingly utilised across the media industry, and simultaneously, the need for human-feeling marketing grows, we need work that effectively encapsulates both.

For me, an award-winning campaign or product will be that perfect balance between creativity and clever use of tech. I’ll be looking for entries that challenge our thinking and apply data throughout every part of the campaign or product. The importance of measurement and attribution has been such a hot topic in recent months, especially for the CTV landscape, so I’m excited to see entries that push boundaries here.

I hope that this year’s entries will challenge us to think differently about how the use of AI can help our industry and its work progress, but I also hope that they will instil more confidence in us that human creativity and expertise is still a crucial requirement in the media and marketing world.

Nick Walsh, Founder & CEO, Migrate

The chance to separate what sounds good from what actually works is what excited me most about joining The Wires’ judging panel. 

We’re in a market full of noise, new tech, new platforms, and constant claims of innovation. The Wires awards are designed to properly assess that and reward work that delivers real impact.

I’m also keen to bring an independent agency perspective. Much of the most progressive thinking right now is coming from smaller, more agile players, closer to clients and the problem, and ultimately more accountable for results.

An award-winning campaign or product needs to do two things: deliver results and push things forward. If it doesn’t drive a clear commercial outcome, it’s not award-winning, it’s just well presented. And if it’s not doing something genuinely different, in how it uses data, tech, or strategy, then it’s not moving the industry on. The best work is usually the most focused, a sharp insight, a clear idea, and no unnecessary complexity.

In terms of industry trends and shifts reflected in this year’s entries, I’m excited to see AI in action, not in theory. Less talk, more proof. Second, commerce and media are converging, with a clear line between activity and transaction. Third, a measurement that holds up in a privacy-first world. A lot of legacy thinking has been exposed, so I’m interested in what replaces it.

And finally, more serious work coming out of growth markets like the Middle East, not catching up but setting the pace.

Discover this year's categories

You can learn more about this year's categories here.

Enter here for a chance to take home an award at this year's ceremony...