Audio once again won Campaign’s 2026 Media360 Challenge, at the legendary Brighton based event, Media360. Bauer Media’s Audio Account Director Thomas Garry, ensured audio remained unbeaten in the challenge for the third year.

Thomas had three pillars at the heart of his presentation – Trust, Connection and Scale – qualities that audio is renowned for. After pitching against four media platforms, the Media360 audience – made up of senior marketers and agency leaders – decided Audio was the channel worthy of the crown.

In his humorous pitch, Thomas mixed funny lines with key points about audio’s ability to collaborate. “Trust, because you’ve got to know your partner has got your back – that you’re in a safe space to perform without risk of issues or concern. Connection – as it’s vital that one partner is listening to the other, engaging with the audience in an authentic way. Scale, because the best partnerships need to be heard – you want to reach as many people as possible.”

On Day One of Media360 Bauer Media hosted “The Big Trust Debate” in which the pertinent topic of trust in advertising was explored. Rebecca Burchnall, Chief Planning Officer at PHD, Alex Baker, Head of Creative Strategy at Bauer Media and Jerry Daykin, Head of International Media at Restaurant Brands International discussed the value advertisers really place on trust and how significant a factor it should be when building a media plan.

The session, hosted by George Butler, Bauer Media’s Head of Commercial Marketing, saw all three panelists agree that regulated media channels carry the most trust. Each speaker was also asked what rule they would mandate on the industry. The three concepts were: regulate the social media sector, ensure all content is entertainment first and that all marketers should approve every website and social account they advertise on.

The debate showed that brands, agencies and media owners share similar values on the necessity for trust in media, the power of reach and the essential need to speak to audiences through regulated channels.