McKinsey recently published theirState of Marketing Reportfor Europe in 2026, based on interviews with 500 senior Marketing Leaders.
It's a good read, not the least to understand where the Marketing puck is going. Obviously AI dominates the report ('AI' appears 182 times in the report...).
One of the things that stood out for me:72%expect anincreasein marketing spend coming year, quite bullish. Where do they expect to spend that extra money?Marketing ROImeasurement andConsumer Insightsare in the top 3.
More details and full report here
