The inaugural Voice of the CMO report in 2024 captured a clear, data-backed snapshot of how UK marketing leaders were working at that time. The 2025 edition explores year-on-year changes, as well as the introduction of the consumer’s perspective and a deeper dive into brand activism.

The goal is to help CMOs benchmark strategies against an analysis of the current landscape and support strategic decision making.

The report provides stats and practical insights about the key themes in marketing today:

• AI
  AI is no longer just in pilot but a core part of marketing operations, delivering measurable benefits. Yet, consumers remain cautious, meaning CMOs must tread with care and transparency.
• BRAND DISCOVERY, ACTIVISM AND BACKLASH
  CMOs are also having to navigate brand activism in a polarised climate and keep customers happy, all while striving to prove marketing’s value to stakeholders.
• BUDGETS AND MEASUREMENT
  Budget pressures persist, but there’s a notable shift towards prioritising long-term brand equity over short-term wins.

We hope you find the report useful and if you’d like to discuss anything in it, please feel free to contact us.

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