Name: A Look at Chief Marketing Officer Insights
Uploaded: 2026-06-25T14:04:00Z
Duration: 5 min 18 s
Description: Mark Penn, chairman and CEO of Stagwell, discusses insights into the biggest challenges, shifts, and opportunities shaping today’s CMO agenda.

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Mark Penn, chairman and CEO of Stagwell, discusses insights into the biggest challenges, shifts, and opportunities shaping today’s CMO agenda. Photo: WSJ Leadership Institute

https://m.wsj.net/video/20260625/2b95673e-c2e7-42af-be5e-cdaf7c4e546e/1/hls/manifest-hd-wifi.m3u8

Mark Penn, chairman and CEO of Stagwell, discusses insights into the biggest challenges, shifts, and opportunities shaping today’s CMO agenda.

A Look at Chief Marketing Officer Insights

In a world of narrative and anecdotes, I'm just gonna give you a little bit of data, and you can decide do you believe the data or the anecdotes. And we did a little survey done by the Harris Poll and we surveyed marketing professionals. So, if you were employed in larger marketing companies, and again, if you were anything from the C-suite and the CMO, you know, down to the individual marketing, you can look at the age distribution. I'm among the three people at the very extreme, right? But you can see that it's a fairly young profession. And that's kind of an important element I think as you look through the results. So, I really think there are just two major areas that we probed on a little bit. One is, how is the economy affecting business? So, do you think the current economy will impact your business in the current months positively, okay? 40%. Negatively, 45, no impact, 15. All right, is that good or bad? In the world of what I call continual pessimism, I would say it's pretty good, that it's sort of one-to-one, is the economy good or bad? No impact. So, I think you're not seeing here either economic euphoria or doom and gloom, and that seems to be about as good as we get right now. And then of course, what do you believe are limiting consumer's willingness to spend money? And again, inflation, rise in prices, economic uncertainty. So, it's really interesting. I always like when I read polls, look at the top and then look at the bottom. So, what's at the bottom? Lack of trust in companies. So, in fact, I had a question from a journalist this morning, how is lack of trust of companies affecting things? It's not. Actually, there's very high trust in companies. Pretty much. The problem that the consumers are saying is they don't like the high cost of goods after the rounds of inflation that the world went through. And that still is the number one, two, and three problem on consumers' minds. Now, unlike the previous panel, you will get your dose of AI right up front. To what extent does your organization currently use AI tools in the creation of advertising? Okay, AI is, so- Only 5% say we do not use AI. So, I don't have a comparison to last year, but if I had it last year, probably this would've been flipped around. And if I had it two years ago, it probably wouldn't have existed. So, that's why this is the fastest adoption of technology since fire. And I think you can see 20% saying it's central to our business. 30%, we use it extensively. Now, I don't know whether they actually use it or not, but it tells you that in the boardroom today and the CEO asks you, are you using AI? The answer you better give is yes, we're using it extensively. So, which parts of advertising and creative process do you use? It actually this is the first answer that surprised me a little bit, because people said in the idea generation and concepting phase was the number one area of AI. That means they're sitting around being, I don't know what to do, do you? No. How about, let's ask ChatGPT, okay. And so it's very interesting that they're going to it early in the cycle. Second, visual asset creation, not a surprise, production, not a surprise. Those are the areas that we really see AI coming quite strongly. And then I look at the bottom, we don't use AI in nothing, but audience targeting and personalization was lower on the list. So, that means that in the wave of adoption here, that AI is being utilized more for idea creation and image creation and less down the stack, that probably is coming later. And I think finally, and this is quite good for Stagwell because we have an entire suite of AI tools that we are hawking here. So, and but I did not write the questions. Do you expect brands to increase, decrease, or maintain marketing investment in 2026? And again, number one, AI tools. So, if you're selling AI tools, I notice a number of people I know who are, this is a great time based on all of these things. Retail medium was again, I always look at the bottom, but again, you see hefty numbers of people spending on marketing transformation. And so that's the key thing here. The economy, not bad, AI, on fire, AI tools, absolutely necessary. And corporations are spending big time on marketing and AI. And that brings us to the end of the data.