2025 ends. A year marked by silent transformation: less show, more strategy. In communication, an idea that we have been defending for some time has consolidated: not everything deserves to be told, but what is told must make sense, it must contribute and it must have quality. Oh… quality! GEO appears on the scene.
AI is hot on our heels, and although this has been a year of twinning, we will see if we have lost our bearings a little and allowed ourselves to be swallowed up. Here, too, we can set ourselves apart.
And the role seems to be starting to wake up. From Dircom to Corporate Affairs Management, because communication is in everything, because everything communicates.
This year has been a year of preparing for take-off. We have made progress, and in fact there has been a notable increase in reports, analyses and opinions on what is happening in our sector, well above other years. There are some reports that are worth rereading and that encourage us to continue rethinking. But the most important thing is to focus on the year that is about to begin.
We will discuss this when we return from our holidays, but we can give you some key points in advance.
3 keys to communication in 2026
It is clear that communication has taken a significant step forward this year by opening up a clear debate on the need to move from being merely a support function to becoming a fully-fledged participant in the business. Here it is summarised accurately by Joaquín Mouriz in this article in Ejecutivos magazine.
For comma, these will be some of the coordinates:
- Less, but better.
The saturation of messages and channels forces brands to fine-tune. Relevance will be more powerful than frequency. Prioritising is not giving up but rather choosing well. - Consistency as an asset.
It may seem old-fashioned, but it is not. Reputation is no longer built solely on visibility. What you say, do and are must be consistent. It is worth emphasising this point; it is not new, but it is fundamental. Brands that fail to achieve this consistency will lose what little trust they have left. - Leadership editorial.
Brands with ambition must behave like media outlets: they must have their own agenda, solid points of view and a distinctive approach. There are many opinions out there, but not so many criteria. Own media must defend their territory.
At comma, we believe that communication is not a final layer. It is structure. And that is why, in 2026, we will continue to work as we always have: with strategy, attention to detail and the ambition to make every message count.
We took advantage of the season and asked AI to sing us a song. Here is what it came up with. It’s just a little nod, a different way of wishing you happy holidays this year and hoping that 2026 will connect us more and better with who we really are.
Merry Christmas and here’s to another year full of good communication!
