Dentsu publishes CMO Navigator Report Media Edition 2026

Dentsu has published the "CMO Navigator - Media Edition 2026". The international survey of marketing managers shows how CMOs around the world are reacting to technological and cultural change and also provides important guidance for brands in Switzerland that operate in a highly fragmented, highly digitalized and premium-oriented media market.

The study of 1,950 CMOs in 14 markets conducted in October 2025 makes it clear how profoundly marketing organizations need to reposition themselves in the area of tension between technological disruption, changing consumer expectations and a dynamic media ecosystem.

Growing marketing budgets and new priorities

Nine out of ten CMOs worldwide report rising sales for the past year. And the optimism continues: Many expect marketing budgets to grow significantly - increasingly even with double-digit growth rates. This shows that the marketing mandate has become broader. The redesign of marketing in the age of artificial intelligence is now just as important as customer satisfaction or the acquisition of new segments. Nine out of ten CMOs confirm that AI has already permanently changed their strategic planning.

Media as a strategic growth driver

86 percent of CMOs rate media as a critical or very important driver for their own company's growth. However, marketing managers are facing new challenges: Closed platforms reduce transparency, new technologies need to be integrated more quickly and creator ecosystems are developing rapidly. At the same time, attention is establishing itself as the new key currency in marketing. A clear majority of CMOs have already firmly anchored the topic in planning, creation and media optimization - a trend that is also gaining momentum in Switzerland, as brands are increasingly looking for reliable measurement models beyond traditional reach.

Entertainment and gaming are developing into further important growth areas for brands. Against this backdrop, many CMOs are significantly increasing their investments in sports, entertainment and gaming IP. According to the study, 91% of them are planning to expand partnerships with strong brand and content rights - from established sports leagues to music and entertainment franchises and growing gaming ecosystems. Their aim is to better exploit reach potential, tap into new target groups and anchor brand messages in high-quality curated environments.

Opportunities for the Swiss market

There are particular opportunities here for the Swiss market: the high affinity with global sporting events such as football and winter sports, the rapidly growing gaming community and premium and lifestyle brands with an above-average Swiss market share are benefiting disproportionately.

Perceptive CMOs as growth drivers

The group of so-called perceptive CMOs is currently experiencing particularly dynamic growth. It now accounts for 17% of those surveyed and is considered a clear growth driver. This group is characterized not only by above-average sales growth, but also by a pronounced willingness to invest in new media, technology and cultural ecosystems at an early stage.

While many companies are still waiting, perceptive CMOs are focusing on innovative formats, data-driven tools and new cultural touchpoints in order to anchor brands more quickly and more relevantly in the market. Companies under their leadership not only grow noticeably faster than the average, but also plan budget increases much more frequently - often in the double-digit percentage range.

Strategic investments pay off

For Swiss companies, this means: Early investments in AI, measurement models, creator ecosystems and entertainment IP pay off strategically - especially in a small, highly competitive market.

Lara Jelinski, Chief Growth Officer Central Europe & CEO Media Switzerland: "The latest CMO Navigator clearly shows the extent to which technology, media and consumer culture are realigning marketing. In Switzerland, too, we are observing that brands are increasingly seeking guidance in this environment - especially when it comes to the integration of AI, the measurability of media and the use of new cultural touchpoints. Our job is to guide companies through this development and help them to remain visible and effective in a complex market environment."

Further information can be found on the Dentsu website.