Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Pulling Budget From Brand Marketing
In episode 15 of The CMO Podcast, Lucas and Luna unpack a surprising trend reshaping marketing budgets in 2026: major brands quietly shifting dollars away from traditional brand marketing and into direct-response channels. Lucas cites a specific case — a Fortune 500 CPG company that reallocated 30 percent of its brand budget to performance marketing after a single quarter of weak sales — and explains why the move backfired within six months. Luna pushes back on the conventional wisdom, pointing to data from a recent Nielsen study showing that brand advertising still drives 60 percent of…
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