Short reads for short attention spans

Luxury fashion brands re-engage with gaming as a marketing channel

Luxury brands including Coach, Balenciaga and Skims are returning to gaming platforms such as Roblox and Fortnite, using in-game collaborations and branded experiences to reach Gen Z audiences. Unlike earlier “metaverse hype”, this new wave is more tightly integrated into broader marketing funnels, focusing on measurable engagement, cultural relevance and creator-led storytelling.

Why it matters:

• Gaming is increasingly treated as a serious media channel, not an experimental novelty.
• Luxury brands are recognising gaming as a cultural space where younger audiences form identity and taste.
• Media strategies may need to factor gaming into upper-funnel and cultural relevance planning, not just awareness stunts.

Further reading at Vogue Business:

Why Luxury Is Getting Back Into Gaming

CMOs prioritise culture, brand experience and cohesive identity for 2026

Marketing Brew spoke to senior marketers about their top non-AI priorities for 2026, highlighting areas such as cultural alignment, brand experience, unified cross-platform voice and sustainable ecosystems that deepen emotional connections with audiences. Leaders from State Farm, American Eagle, MGA Entertainment and Cava emphasise cultural relevance, experience design and loyalty enhancements as key focus areas outside of pure technology adoption. 

Why it matters:

• With budgets tight, CMOs are betting on distinctive cultural positioning and brand experience to differentiate in fractured media landscapes.
• Creative and experience goals now sit alongside efficiency priorities, not behind them.
• This reinforces that while AI will continue to matter, brand fluency and cultural resonance remain core strategic tenets.

Further reading at Marketing Brew:

CMOs on their biggest priorities for 2026—excluding AI

Future Marketing Leaders highlight data, AI and bold creativity as key opportunities

Marketing Week’s 2026 Future Marketing Leaders cohort identifies the biggest opportunities facing marketers: harnessing data more intelligently, embracing AI without losing humanity, and backing bold, distinctive creative. While AI is widely seen as a powerful enabler across planning, insight and execution, leaders consistently stress that authenticity, trust and human connection remain critical differentiators in an algorithm-driven world.

Why it matters:

• AI is viewed as a collaborative tool, freeing marketers to focus on strategy, creativity and human connection.
• Data is increasingly central, not just for personalisation, but for proving marketing’s impact on growth.
• There is strong support for braver creative decisions, with leaders warning that automation risks convergence and sameness.

Further reading at Marketing Week:

Future Marketing Leaders on the opportunities marketers should be embracing