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Dentsu Group Introduces CMO Navigator 2026: Media Edition

Dentsu Group, a prominent global marketing firm, has recently unveiled its latest report, the "CMO Navigator 2026: Media Edition." This comprehensive survey targets over 1,950 Chief Marketing Officers (CMOs) across 14 key markets, including Japan, and seeks to shed light on the evolving landscape of marketing strategies in a rapidly changing world. The CMO Navigator has been an annual publication by Dentsu to help stakeholders understand business environments across diverse industries.

The findings highlight that CMOs are optimistic about business recovery; however, they are also aware of the significant transformations brought on by the rapid advancement of Artificial Intelligence (AI). These advancements suggest that the marketing function is evolving to simultaneously drive company growth and change, reflecting a shift in focus.

Key Insights from the CMO Navigator 2026 Report

1. Rise of the Perceptive CMO
Dentsu has defined a new class of marketing leaders dubbed the "Perceptive CMOs," who represent 17% of global CMOs. These leaders consistently outperform their counterparts in areas such as revenue growth, innovation, and transformation. They are quick to adopt AI technologies and invest in new media ecosystems, often operating within organizations that achieve double-digit revenue growth.

2. Optimistic Forecasts Driving Investment
Amidst a general sense of pessimism among consumers, CMOs report a robust business performance, with 90% indicating that their organizations have achieved revenue growth. This optimism has particularly spurred an expansion in marketing investments across North America and Latin America.

3. AI at the Core of CMO Missions
The "re-design of marketing in the age of AI" has emerged as a central mandate for CMOs, closely aligned with enhancing customer satisfaction and expanding customer bases. About 90% of CMOs reported that new AI capabilities are already influencing their strategies, leading to improved efficiencies and the creation of new services.

4. Media as a Dominant Growth Engine
Forecasts suggest that global advertising spend will exceed $1 trillion by 2026. Most CMOs now recognize media as a vital driver of business performance. As media evolves with algorithms and shoppable features, leaders are refining their strategies to engage consumers through enhanced planning and AI-driven search capabilities. However, there are ongoing concerns regarding transparency and visibility within closed technology platforms, particularly in the Japanese market, where balancing brand investment and performance is critical.

5. Accelerating Partnerships in the Entertainment Sector
An impressive 91% of CMOs are increasing investments in sports, gaming, and entertainment IPs to reach culturally influential demographics. The increase is especially significant in markets like Mexico (44%), the UK (40%), and India (40%). Additionally, over 85% of CMOs are boosting investments in anime IPs, and collaborations within the gaming sector are becoming mainstream, with less than 10% of CMOs involved in gaming initiatives indicating no plans for such partnerships. In Japan, entertainment IP collaborations are increasingly viewed as strategic investments, with 30% of CMOs planning significant budget increases.

For further details, you can access the full report here.

In conclusion, the CMO Navigator 2026: Media Edition serves as a crucial resource for understanding the challenges and opportunities facing marketing leaders as they navigate an increasingly complex environment shaped by technological advances and shifting consumer behaviors.