Rory Sutherland Shares New Thinking, Key Trends, and What’s Next for MAD//Masters

The value of the intermediary lay in neutrality, market knowledge and process rigour. In today’s marketing landscape, this is no longer enough.

The role of the modern, progressive CMO has become an intricate balancing act. Today’s marketing leaders need to be commercial negotiators, data architects, and relationship managers as well as brand champions across increasingly fragmented multi-agency ecosystems.

A structured, well governed pitch process offers a clear alternative. It transforms agency selection into a disciplined exercise to support long term partnership and value creation for all.

In 2026, the most effective CMOs will be judged on the systems they build, not just the names on their roster. As 2025 ended we saw the UK market beginning to split into two distinct paths: the integrated platform (the holdcos) and the agile specialist (the indies).

The right partner accelerates performance, unlocks breakthrough ideas, and strengthens internal capability. As expectations rise, brands need more structured and insight led ways to navigate the landscape.

For years, the industry has relied on a familiar ritual: the traditional, full-service agency pitch. Weeks of meetings, tissue sessions, chemistry workshops, final presentations, all culminating in a winner chosen to take a brand forward.

Real partnership success comes from something closer to a rehearsal, where teams work together, explore challenges honestly, and see how ideas develop in motion.

We brought together senior marketers and agency leaders to discuss what they believe the future of marketing looks like and how to prepare.

Over the course of an hour, we were treated to an exclusive sneak peek into the MAD//Masters by Rory Sutherland course content with the opportunity to put questions directly to Rory in a lively, interactive forum - exclusively for the Ingenuity Group Brand Communities.

The future of marketing is not just about adopting new tools but about harnessing technology to fuel creativity and trust.

In this session, Catriona Mantle, Marketing Director at Arla Foods, offered a candid look at what it means to lead with purpose, creativity, and resilience in one of FMCG’s most scrutinized roles.