2025 has been a year of extraordinary change for marketers. From AI-driven workflows to the resurgence of authentic storytelling, the pace of transformation is rewriting the rules of engagement.

In this special festive wrap-up edition of The CMO Show, host Mark Jones counts down the 12 trends shaping marketing leadership as we head into 2026.

Join us for a masterclass in clarity, creativity and context as we explore what it means to lead in an era of acceleration. From personalisation at scale to ethics as a non-negotiable, these insights will help you navigate the next wave of marketing innovation with confidence.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

Ten years ago, The CMO Show launched as a bold experiment in marketing storytelling. Back then, podcasts were niche, TikTok didn't exist, and AI was just a whisper. Fast forward to today, and the show has become a trusted industry platform, marking a decade of insights, evolution, and candid conversations.

In this special live-recorded anniversary episode, host Mark Jones is joined by Michelle Rowling, Head of Sales and Marketing at Luna Park Sydney, Louise Cummins, Co-Founder, Australian Centre for AI in Marketing, and Amy James, Senior Product Marketing Manager at Adobe to celebrate a decade of insights and explore what's next for CMOs.

From the print-first days of 2015 to the AI-powered present, this conversation dives into the big shifts shaping marketing. Hear from three marketing leaders as they share defining career moments, COVID-era resilience, and bold predictions for the future. If you've ever wondered how to stay relevant when the chessboard gets thrown in the air, this is your playbook.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

Content warning: we touch on some sensitive topics in this episode that could be triggering for some listeners.

The trades sector is the backbone of Australia's infrastructure, but it's also a community grappling with mental health challenges. TradeMutt is flipping the script on workwear and wellbeing...one shirt at a time.

In this episode of The CMO Show, Ed Ross, co-founder and director of TradeMutt, joins host Mark Jones to unpack how bold branding, lived experience, and purpose-led storytelling are transforming mental health conversations in blue-collar Australia.

Join us for a masterclass in grassroots brand building, emotional resonance, and community-first strategy.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

The fashion and textile sector is huge: $28 billion to the economy, 1.5% of GDP, and nearly half a million jobs. It exports more than wine and beer combined and drives women's workforce participation, with 77% of roles held by women.

Elizabeth Anderson-Funnell, Head of Communications and Advocacy at the Australian Fashion Council (AFC), joins host Mark Jones to unpack how strategic storytelling and advocacy are shaping the future of this industry, and what marketers can learn from some big changes.

Elizabeth reveals how the AFC is uniting a fragmented ecosystem of designers, manufacturers, retailers and farmers under one voice. She shares the Council's move to reclaim Australian Fashion Week, transforming it into an industry-led, globally visible platform, and why sustainability and circularity are now non-negotiable.

From textile recycling and fast fashion to the emotional triggers behind buying behaviour, Elizabeth introduces a fresh lens for building trust in communications.

For marketers and brand leaders, this episode offers insights into how aligning brand, policy and purpose can create cultural relevance, economic impact and systemic change, going beyond style and into transformative strategy.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

In this episode of The CMO Show, Marnie Boyer, Chief Marketing Officer at MyFitnessPal, joins host Mark Jones to explore how the original fitness tracking app has stayed relevant for over two decades.

With more than 250 million users across 120 countries, MyFitnessPal is a case study in customer-centric innovation. Marnie shares how the brand has evolved from a wedding diet tool to a trusted wellness companion, powered by community, data, and a deep understanding of user needs.

She unpacks how MyFitnessPal uses AI to personalise experiences, bust misinformation, and scale content across cultures. From leveraging micro-influencers to building trust in an era of information overload, Marnie offers a masterclass in modern marketing leadership.

Tune in for a conversation on how to lead with empathy, adapt with curiosity, and build a brand that people rely on.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

In a world of AI acceleration, content saturation, and risk aversion, how do marketers cut through the noise and build meaningful connections?

In this episode of The CMO Show, Brendan Wong, News Editor at LinkedIn Australia, joins Mark Jones to explore how trust, authenticity, and peer networks are reshaping the B2B marketing landscape. Drawing on LinkedIn's latest research, Brendan reveals how decision-makers are increasingly relying on personal networks to validate brands, and why storytelling, not polish, is the key to influence.

From the rise of community-driven content to the pressure of AI upskilling, Brendan shares insights into how leaders can show up online with purpose, build their personal brand, and foster genuine engagement. Whether you're a CMO, job seeker, or content creator, this episode offers a roadmap for navigating change with confidence.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

Politics and business are no longer separate worlds. For senior marketing leaders, the challenge is clear: how do you build authentic, trusted brands when disruption is constant and customer expectations are shifting?

In this episode of The CMO Show, Josh Faulks CEO at Australian Association of National Advertisers and Emma Webster, Director at Hawker Britton join host Mark Jones live from stage at the iMedia Summit.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

Gen Z is changing how we communicate. But they're also redefining how culture is created, shared, and remixed – and brands aren't keeping up.

In this episode of The CMO Show, Ryan Ferguson, Snap Inc. ANZ Managing Director and Eugene Healey, Brand Strategist explore how closed networks, social media, and creator-led storytelling are reshaping the foundations of modern marketing.

For brands, the shift from public platforms to private, peer-to-peer spaces is more than a media challenge - it's a mindset shift. In a world where attention is earned, not bought, marketers must learn to integrate into communities, both without interrupting but accepting of their own brand disruption.

Ryan and Eugene unpack the paradox of authenticity, the rise of remix culture, and why tone of voice without strategy is just cosplay. They reveal how creators are becoming cultural translators, how brands can test and scale messaging in real time, and why the future belongs to those who embrace play, not perfection.

Tune in for a sharp, strategic look at how Gen Z's digital fluency is transforming brand strategy, from top-down campaigns to bottom-up co-creation.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

IBM saved $3.5 billion in just two years by applying its own AI technologies internally. But according to Billy Seabrook, Global Chief Design Officer at IBM Consulting, the real breakthrough wasn't technological, it was philosophical.

In this episode of The CMO Show, Billy shared how IBM became its own "client zero," using AI to reimagine how work gets done from HR chatbots to dynamic content creation. The deeper challenge, according to Billy, is designing systems that serve not just efficiency, but humanity.

As AI reshapes creative roles, customer experience, and organisational culture, marketers must learn to design for intelligent agents and govern the machines they now collaborate with.

Tune in for a global perspective on the breakdown of traditional specialist roles, rise of the creative generalist, and the growth of democratised content creation.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au

Years of unchecked content creation have left organisations with bloated, conflicting, and often unreadable digital assets.

In this episode of The CMO Show, Debra Taylor, Partner at Deloitte and former journalist, unpacks the content crisis. In a world where AI agents are becoming the primary interface for customer interaction, bad content isn't just inefficient, it's a strategic risk.

At the heart of this conversation is a crisis many brands are only beginning to confront. Bridging storytelling and systems thinking, Debra reveals how organisations still have a chance to reclaim control of their digital ecosystems.

From tackling content overload to preparing for agentic AI, Debra shares practical insights on how brands can become authoritative sources of truth. She unpacks the critical role of governance, the risks of misinformation, and why marketers must start curating content not just for people, but for machines.

The CMO Show is produced by ImpactInstitute, in partnership with Adobe.

www.impactinstitute.com.au | https://business.adobe.com/au