In 2026, advertising is being shaped by a split into two camps: those chasing efficiency and scale, and those chasing creative distinction.
On one side, high-volume models dominate, while on the other, more brands are seeking agile creative shops. Sonically, this is where, as artists, we’re seeing the most exciting work: sound used as character, as narrative engine, as the creative differentiator rather than the afterthought. Because of this split, our strategy has evolved. We’re focusing on deeper relationships with creative teams themselves —especially the next generation of directors and boutique shops who are redefining what production looks like.
In the end, I think we'll see a 2026 landscape where sound design is either hyper-efficient or hyper-distinctive — with only a choice few companies able to straddle the line. The bright side: risk-taking isn’t dying; it’s just relocating. It’s migrating from legacy holding-company shops to independents and creator-led production.
David Wolfe is the founder of Mr. Bronx (www.bronxaudio.com) in New York City, as well as a sound Designer at the audio post studio.