1、PART OF THE DENTSU CMO NAVIGATOR SERIESCMO NAVIGATOR:RETHINKING MARKETING IN THE AGE OF AIJANUARY 2026MEDIA EDITION2PART OF THE DENTSU CMO NAVIGATOR SERIESABOUT THE CMO NAVIGATORI N T R O D U C T I O NAt dentsu,we are driven to innovate.We innovate to ensure our clients can grow their businesses and

2、 to generate a positive effect on the industry,society,and the world.We understand how consumer sentiment and expectations are evolving,and,at the same time,we understand the challenges and opportunities brands are facing.We help business leaders get a sense of how the marketplace will respond to bo

3、th consumer needs and large shifts in technology and culture so they can develop their own unique points of view on how their brands can stand out and better prepare for whats next.This is why we launched the dentsu CMO Navigator as a companion piece to our Consumer Navigator research platform.This

4、global study,which was administered by B2B International in October 2025,collected insights from 1,950 marketing leaders across 14 countries.This report is a companion piece to the Dentsu Creative 2025 CMO Survey and the CX Edition of the 2025 CMO Navigator by Merkle,dentsus global experience and tr

5、ansformation consultancy.To complete our exploration of marketing areas of focus,this report focuses on media transformation and medias evolution into a strategic driver of business growth.The insights at the heart of this report were collected last fall and will be labeled with 2025.Nonetheless,CMO

6、s were asked to discuss their plans for the 12 months ahead,making this report a quintessential read to kick off 2026.Beyond offering an insight into CMO mindsets,this report also helps clients understand the business climates stakeholders in different sectors and different parts of the world are na