The Feed: A New Quarterly Celebration of Social Media and Community Advertising

In 2026, Little Black Book, in partnership with Omnicom Production, will bring the industry - The Feed - a new quarterly global showcase dedicated to curating the best in social media and community-based advertising.

Across the past year, LBB has witnessed a fast-growing appetite from the industry and its community for more regular, accessible collections and analysis of leading creative work. The Feed aims to apply a specialist lens on work created for one of the fastest growing areas of the industry in terms of ad spend - big tech.

Ad Spend forecasts for 2026 show that the majority of incremental ad spend, expected to increase by 8.9% next year, is being put towards ‘big tech’ platforms. Big tech includes the likes of Alphabet, Amazon and Meta, as well as all major social platforms. In 2025, social platforms grew by 17.7% in terms of media spend and are forecasted to grow by another 14.7% next year.

“As the advertising, marketing and production landscapes continue to evolve, we want to make sure what we are delivering aligns with it,” explains Matt Cooper, founder and CEO at LBB. “Staying up to date with the best creative work includes so many new forms of advertising now. The Feed will allow advertisers and our global community to stay ahead of the curve on what’s happening in the world of social, community and influencer advertising.”

According to LBB and Omnicom Production, the idea of The Feed is simple - to showcase what is making an impact on social platforms, who is making it and how they’re doing it. To ensure the best work is being selected each quarter, LBB and Omnicom Production are bringing together a high-profile Creative Council of experts in the fields of social and community-based advertising. This Council, which will be announced in coming weeks, will judge a collation of the best work from the quarter. Their selected work will then be distributed to LBB members via a digital reel and screened at quarterly showcase events.

“The events are going to be a great opportunity to get together, discuss this work and see how it's evolving over pizza and a beer or two,” adds Matt. “We are so glad Omnicom Production wants to help showcase this work. It’s now so important that our industry stays abreast of it and I have to say a huge thanks to them for making it possible for us to do this.”

​Sergio Lopez, global CEO, Omnicom Production, said, “Social and community platforms are where culture is being shaped in real time. The Feed is about recognising work that doesn’t just perform in those environments but genuinely connects with people to drive growth for brands. Partnering with LBB allows us to spotlight the creativity, craft, and intelligence behind the content experiences and work that define this space—and to learn from it, together.”