CMOs are prioritising brand while planning fewer traditional brand campaigns than ever
<50%
planning traditional brand campaigns
WarningPaid Media
CMOs are moving money toward brand while moving away from the format brand money used to buy: for the first time, under 50% are planning traditional brand campaigns. The budget is being reallocated to creator and video formats rather than to campaigns in the old sense.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 7, s. 11; McKinsey State of Marketing, 2026
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