Media Emerges as Core Growth Engine in Dentsu’s CMO Navigator 2026

​Dentsu has released its CMO Navigator – Media Edition 2026, the latest instalment of its global CMO research series exploring how marketing leaders are transforming their organisations in response to rapid shifts in technology, consumer behaviour, and media.

Key global findings:

The rise of the perceptive CMO

Dentsu identifies a new cohort of 'Perceptive CMOs' – those whose views most closely align with consumers. Representing 17% of global CMOs, this group outperforms peers on revenue, innovation, and transformation readiness. They embrace AI more fully, invest earlier in new media ecosystems, and are more likely to work for organisations with double‑digit growth.

A wave of optimism is powering investment

Despite consumer pessimism, the majority of CMOs report strong business results, with 90% seeing revenue growth over the past 12 months. This momentum is fuelling increased marketing budgets, particularly in North America and LATAM.

AI is now central to the CMO mandate

CMOs say 'redesigning marketing in the age of AI' has become a core responsibility, on par with customer satisfaction and customer‑base growth. Nine in ten report emerging AI capabilities are already reshaping their strategies – from efficiency gains to the development of net‑new offerings.

Media has become the most powerful growth engine

With global advertising spend forecast to surpass $1 trillion in 2026, CMOs overwhelmingly agree that media is now critical to business performance. As media becomes increasingly algorithmic and shoppable, leaders are turning to attention‑based planning, AI‑augmented search, and creator‑driven ecosystems to connect with consumers. But CMOs also report that their biggest concern surrounds a lack of transparency and visibility from closed technology platforms.

Entertainment partnerships are accelerating

Ninety-one percent of CMOs are increasing investment in sports, gaming, and entertainment IP to reach audiences where cultural influence happens – Mexico (44%), UK (40%) and India (40%) leading the way on “significantly increasing investment.” More specifically, more than 85% of all CMOs are increasing investment in anime IP, and gaming partnerships are now mainstream across most regions, with less than 1 in 10 not pursuing any gaming-related strategies at all.

“CMOs are operating in the most dynamic marketing environment we’ve ever seen, and this year’s Navigator shows a profession leaning into change rather than resisting it,” said Will Swayne, global practice president, media, dentsu. “Whether it’s AI, new forms of entertainment, or emerging media behaviours, the most successful CMOs are those who translate complexity into meaningful, culturally connected brand experiences. Media has officially moved from being a channel to being a true engine of growth.”

Media++

The media landscape is evolving at unprecedented speed. Consumers navigate an unbound world where every touchpoint is addressable, automated, and connected. To remain relevant, brands and agencies must continuously perform and transform. Dentsu’s Media++ approach addresses this challenge by embedding transparency, agility and intelligence into planning and activation, ensuring that every impression counts and every investment delivers impact.

Media++ is dentsu’s growth engine, a strategic evolution designed to position media as the flywheel that powers integrated solutions across creative, CXM, data, and technology. In an era where every brand competes for attention in an algorithm-driven world, Media++ ensures that media is not just a channel but a catalyst for transformation and measurable outcomes.

View the full report here.