Lindsey Talbot spent two decades deciding where media budgets went before she joined COMMB. She's sat in the seat that decides where the money goes and will be sitting down in discussion with Sarah Thompson, executive managing director at Glassroom, to discuss the conversations she's having with their clients to get the most out of their media budget. You'll find out how the media plan gets made: what earns its place, what comes out first when budgets tighten, and how clients are comparing channels.

• How clients want their media plan to come together in 2026
• What earns a place in the plan, and what is first to go when budgets tighten
• The quality and trust questions a buyer carries across the plan
• Where out-of-home sits in an integrated media mix