[Bob Koigi] Marketing Week: AI moves from hype to hard decisions for CMOs

AI is rapidly becoming the defining force reshaping marketing leadership and priorities for 2026, according to the latest CMO Barometer, which surveyed more than 800 senior marketers across 15 markets. The research signals a shift in the C-suite’s remit: CMOs are moving from brand stewardship to transformation leadership as AI becomes integral to both strategy and organizational change.

Two-thirds of global CMOs rank AI as their top priority, well ahead of brand building or personalization.

However, a parallel survey from Klick Health reveals a different reality in pharmaceutical marketing. Here, 65% of compliance professionals lack confidence in using AI for regulatory submissions, primarily due to risks like AI hallucinations (40%) and poor traceability. This underscores a growing demand for transparent, "glass-box" AI systems that explain their reasoning, as opposed to unaccountable "black-box" models.

This contrast defines the current AI moment: unbridled optimism for its potential is being tempered by the practical need for accountability, especially where the stakes are high.

Campaigns of the week

Smirnoff has begun a global rollout of its Why Change a Good Thing campaign, spotlighting its flagship vodka, Smirnoff No.21. The initiative centres on the brand’s long-standing place in culture and its focus on consistent taste and quality.

McDonald’s Brazil is rolling out a nationwide campaign inspired by the final season of Stranger Things, transforming restaurants and brand touchpoints into an immersive nod to Hawkins and the Upside Down.

Jung von Matt DONAU has developed a seasonal campaign for Erste Group built around Carry the light, a film that frames a classic Christmas narrative through the perspective of a small donkey finding its purpose.

Agencies and accounts

Property developer and investment firm, Lujo Properties, has appointed Ocean Outdoor to operate a large format advertising banner in central Glasgow, strengthening the media owner’s footprint in the UK’s busiest shopping city outside London.

Howatson+Company has been appointed creative agency of record for ABN Group, taking on brand responsibilities for Boutique Homes and Homebuyers Centre. The partnership will support the company’s efforts to sharpen its consumer-led brand strategy and distinguish its offering in a competitive housing and construction market.

Truth Marketing + Media has been appointed agency of record for The Aaron’s Company, whose portfolio includes Aaron’s Rent to Own and BrandsMart USA. The partnership adds another national retailer to the agency’s expanding roster.

Partnerships and acquistions

Broadsign has acquired Place Exchange, an independent out-of-home supply-side platform, in a move that significantly broadens its programmatic digital OOH capabilities.

Genius Sports has formed a global partnership with Publicis Sports to advance FANHub, its proprietary sports advertising platform designed to connect brands with verified fans at key moments of live sport.

Ooma, a smart communications platform for businesses and consumers, has signed a definitive agreement to acquire Phone.com, a provider of cloud-based business communications for small and medium-sized organizations.

Other major news of the week

Cannes Lions has announced the jury for the 2026 LIONS Scholarship, bringing together senior creative and marketing leaders from around the world to help select the next generation of industry talent.

Omnicom and Interpublic Group (IPG) have received antitrust approval from the European Commission for Omnicom’s acquisition of IPG.

VML has released Own Your Impact, a playbook designed to help organisations gain more value from their sustainability data.

Bob Koigi is the editor-in-chief of Marketing Report.One

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