Sammy Mansourpour on Why Trust Is Becoming Marketing’s Most Valuable Asset

AgencyUK’s Managing Director, Sammy Mansourpour, has featured in MediaShotz’s latest industry reactions to the IPA Bellwether Q3 2026 report, discussing what the latest marketing investment trends reveal about the value of trust and human connection.

Commenting on the growth in PR, events and traditional media, Sammy said: “As AI floods the market with cheap content, synthetic creativity and increasingly indistinguishable brand messages, genuine human connection becomes more valuable, not less.”

The article explores the return of confidence in marketing investment, with businesses increasing spending across several channels. While digital investment continues to grow, PR has reached a record high and events are seeing sustained growth, suggesting brands are placing greater emphasis on building trust and creating memorable experiences.

Sammy argues that, as AI makes content easier to produce, brands need to focus on more than visibility. Building credibility, creating meaningful connections and giving audiences something to talk about will be key to standing out in an increasingly crowded market.