Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
CMOs Are Shifting Budgets Into Brand Partnerships
This episode of The CMO Podcast explores why marketing leaders are increasingly turning to brand partnerships as a core strategy in mid-2026. Lucas and Luna break down the numbers: partnership-driven campaigns now account for 22% of marketing budgets at top consumer brands, up from 12% just two years ago. They examine the case of athletic brand On Running, which partnered with sustainable luggage maker Paravel for a co-branded travel collection that generated 3x the engagement of a solo campaign. The hosts discuss the structural shift from short-term influencer deals to longer-term…
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