South Africa, Nov. 25 -- "Every marketing dollar is now under the microscope," said Marta Cyhan-Bowles, chief communications officer and head of global marketing COE, NIQ. "With organisations prioritising cost reductions, CMOs are being challenged not just to spend wisely, but to prove how marketing directly drives awareness, growth, and loyalty. It's no longer just about efficiency; it's about proving impact - all with largely flat budgets."

"Marketers are redefining what performance means," Cyhan-Bowles said. "Data, AI, and retail media networks are reshaping the marketing playbook, and the most successful CMOs will be those who connect these forces to demonstrate measurable value for the organisation."

As CMOs look ahead to 2026, NIQ...