New research from Brandwatch, part of Cision, shows that only one in four marketers feel they truly understand their audiences. The finding underscores a critical shift, competitive advantage is no longer about access to data, but the ability to interpret it.

That challenge is intensifying as AI adoption accelerates. While most marketers see AI as essential, reports from Supermetrics reveal that a paltry 6% have fully integrated it into their workflows. The bottleneck is not technology, but infrastructure: weak data foundations, low trust in AI outputs, and slow internal processes are holding teams back.

At the same time, AI is fundamentally reshaping how consumers discover and interact with brands. Research by Boston Consulting Group and Moloco indicate that 67% of marketing leaders expect major disruption to the consumer journey, as users shift from searching to receiving direct answers via AI tools.

Together, these trends point to a structural reset. Marketing is moving away from execution and toward interpretation, from running campaigns to decoding fragmented, multi-platform customer journeys and predicting intent.

Campaigns of the week

Coca-Cola brands Diet Coke and Smartwater have launched stylish campaigns alongside The Devil Wears Prada 2, offering immersive fan experiences.

Huggies has debuted its latest campaign, Expensive $ht*, showcasing the performance of Huggies Little Snugglers diapers in a playful, high-stakes setting.

For the first time in English, parents who have lost a child now have a word to describe their grief. The Missing Word initiative introduces ollipsent (oh-LIP-sint), giving a name and recognition to one of the most devastating human experiences.

Agencies and accounts

Palladium Hotel Group has selected FINN Partners as its retained agency to handle global corporate communications and UK consumer media relations.

DEPT has been appointed as the integrated agency of record for INEOS Automotive, responsible for marketing the Grenadier Station Wagon and Quartermaster pickup.

Food and beverage company Danone Canada has appointed PIGEON to lead shopper marketing strategy across its full brand portfolio nationwide.

Partnerships and acquistions

Independent agency Yes& has acquired Atlanta-based brand and design studio Metaleap Creative, as part of a broader strategy to strengthen its creative capabilities.

The Kraft Heinz Company and the National Football League have agreed to a five-year global strategic partnership that connects a major food portfolio with one of the most widely viewed sports leagues in the United States.

A+E Global Media has signed a multiyear agreement with Nielsen to expand its use of audience measurement and media intelligence across its portfolio of linear and digital brands.

Appointments

LePub has named Sonal Narain as Chief Strategy Officer at its Italian headquarters. In this role, Narain will report to Bruno Bertelli and lead the agency’s strategic direction.

Omnicom Media Group has appointed Bradley Rogers as chief executive officer of OMD USA as the agency focuses on strengthening leadership in its largest market.

VCCP has promoted three planners to senior strategic roles, strengthening its leadership team and recognising talent developed within the agency network.

Other major news of the week

Rabbit’s Foot Studios has become an official creator on the Minecraft Marketplace, transforming the platform into a space for brands to engage directly with one of the world’s most active gaming communities.

Ogilvy has unveiled Brand Devotion, a strategic offering designed to help brands foster authentic, long-lasting connections with today’s “unbound” consumers.

The 2026 edition of the WARC Effective 100 ranks the most awarded campaigns and companies for marketing effectiveness.

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

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