Magda Paslaru

expert panel

In recent years, several prominent brands have learned that marketing can misfire when it collides with consumer sentiment. Bud Light, American Eagle and Cracker Barrel, among others, have drawn public attention not for their creativity or ambition, but for misreading how audiences would react to “clever” campaigns or evolving branding. Even well-intentioned marketing or modernization efforts can alienate longtime customers if they believe campaigns aren’t grounded in authenticity and respect. For marketing leaders, these examples underscore the need for disciplined “backfire filters”—structured ways to assess cultural sensitivity, audience alignment and brand equity before campaigns reach the public. Here, senior marketing experts from the Senior Executive CMO Think Tank share how they would have approached the internal conversations surrounding recent “marketing misfires.”

expert panel

Google’s grip on how consumers discover information online may finally be loosening—and marketing leaders are taking notice. In a landmark antitrust ruling, the tech giant has been ordered to share search data with competitors and limit its exclusivity deals, signaling the first meaningful crack in its long-standing search dominance. Marketing leaders agree: This is not a narrow story about the future of Google, but an inflection point in how discovery systems are designed—and who controls them next. The ruling suggests marketers should revisit long-held assumptions about search channel dependency, audience access and the role of owned data and experience design in an increasingly open, multisurface search future.  Members of the Senior Executive CMO Think Tank have lengthy and wide-ranging expertise in brand storytelling, digital advertising and customer engagement. Here, three of them unpack what this shift means for brand visibility, customer acquisition and data strategy.

expert panel

The marketing agency landscape faces its most significant transformation in decades. With global AI spending for sales and marketing reaching $57.99 billion in 2025 and 88% of marketers now using AI tools daily, the dynamics between brands and their external partners have fundamentally shifted. The era when agencies could command premium fees for producing content, managing campaigns or generating creative assets is rapidly closing. AI is automating repetitive workflows and enabling real-time personalization and campaign optimization, fundamentally changing what clients can do for themselves—and what they can’t—as well as what they value and are willing to pay for.  Success in this new landscape requires a fundamental recalibration of what marketing consultants and agencies sell—and how they prove their worth. Here, members of the Senior Executive CMO Think Tank—specializing in brand strategy, digital transformation and the integration of emerging technologies—offer critical insights into how consultants and agencies must reposition themselves to remain indispensable.

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With Meta reportedly planning to fully automate ad creation by 2026—from copywriting and creative to targeting and placement—CMOs face a pivotal question: What’s left for human marketers? Members of the Senior Executive CMO Think Tank share their insights on the risks, rewards and redefinition of creative work in the age of AI.

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As AI-powered answer engines reshape how people discover information online, CMOs are rethinking SEO—not abandoning it. From optimizing for structured data to prioritizing brand authority and content relevance, marketing leaders are evolving their strategies to stay visible in both traditional search and conversational AI results.

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While flashy marketing trends dominate headlines in 2025, many CMOs are steering clear. Members of the CMO Think Tank share why they’re skipping the hype in favor of strategy, substance, and sustainable growth.