CIM Marketing Podcast The creative strategies defining brand success in 2026
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Feb 12, 2026 Paul Greenwood, Head of Research & Insights at We Are Social, tracks social intelligence and cultural behaviour. Emily Heath, Global Brand Director for Rexona, leads brand strategy and sports partnerships. They discuss shifting global digital habits and platform fragmentation. They explore listening to micro-communities, balancing data and creative instinct, and using AI as a tool while keeping human judgment central.
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Peak Social Time, Not Reach
- Social reach has hit scale but average time spent is plateauing and slowly declining globally.
- Brands must fight harder for attention as people spread the same time across more platforms.
Start With Community Listening
- Listen deeply into small communities to find real motivations and moments that matter.
- Build campaigns from those micro insights and then amplify upwards, not the other way around.
Make Craft Continuous And Channel-Native
- Treat creative as continuous and meticulously crafted for multiple channels, not a one-off.
- Be hands-on and learn how your brand should show up across 24/7 content ecosystems.