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Communicators don't need a longer media list. They need a smarter media map. That was the thread running through Edelman's UK launch of the 2026 Reuters Digital News Report, hosted in partnership with the Reuters Institute.

Assess your organisation's AI readiness with Edelman's AI Readiness Assessment. Benchmark leadership, culture, capability, governance and AI adoption to identify practical next steps.

Edelman has renewed its strategic partnership with Founders Forum Group, bringing together global tech leaders to drive innovation and rebuild trust in emerging technologies.

A five‑trend snapshot of how AI, fragmented media, and shifting trust are redefining brand storytelling towards depth, human voice and multi-platform relevance.

Hellmann’s became the Official Mayonnaise of Sandwich by winning over the UK town that gave the sandwich its name, turning a product claim into an earned endorsement that put mayo back at the heart of Britain’s favourite food.

Xbox created Expected Jinx, a new football metric that turned fan superstition into a measurable score, helping fans discover if they were their team’s good luck charm or the jinx holding them back.

Edelman announces a leadership transition across its EMEA business.

Every pharmaceutical and healthcare organisation today is talking about omnichannel engagement, but not everyone is at the same stage.

Will Butterworth explores the enduring principles shaping sports marketing in 2026 - from fan engagement and sponsorship to athlete welfare.