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CPG Marketing Is Narrowing To Fewer, Bigger Brand Bets
Campbell's is concentrating marketing behind stronger brands as sales decline and costs rise. The move reflects a wider CPG shift toward fewer, bigger bets, but CMOs need allocation rules that distinguish structurally weak brands from those that have simply been underfunded.
Retail Media Auction Pricing Is Becoming A CMO Risk
The FTC's case against Amazon puts retail media auction pricing under scrutiny. The allegations are unproven, but CMOs now have a practical reason to demand written auction rules, change notices and independent cost audits before retailer platforms receive more budget.
Social Video Is Rewriting Australia’s Media Mix
Australia’s digital ad market reached $19.8 billion in FY26 as social video captured 41% of video spend. The growth gives CMOs a sharper allocation question: how to fund social and connected TV without splitting strategy, creative standards and measurement.
Creator Pricing Is Becoming A Procurement Control
New creator-fee research shows brands are entering negotiations without dependable benchmarks. Pricing tools can narrow the gap, but CMOs still need procurement rules that account for rights, exclusivity, market conditions and expected outcomes across regional campaigns.