Today’s CMO remit extends far beyond telling the brand story. Chief marketers must also shape strategy, manage reputation and steer the customer experience alongside sales and product teams. And in industries like specialty commercial insurance, which provides coverage for complex or high risk businesses, that responsibility raises the stakes.

We spoke with Jennifer Marino, CMO of specialty insurer MSIG USA, on how she meets that challenge, through grounding every campaign in market insight, choosing channels that actually reach a niche audience and proving that brand work drives measurable business value over time.

Personal care brand Every Man Jack has existed for 19 years. But customers keep thinking it’s new, according to Kim Dao, Vice President of Brand. Research and social listening revealed that a clearer brand identity was warranted — and it’s hoping that a new ambassador program featuring male creators with “grit and perseverance” will do the trick. Dao shares the details behind the brand’s new direction.

For the fourth straight year, consumers plan to decrease the amount they spend for back-to-school shopping, according to Deloitte’s 2026 Back-to-School Survey. The research firm conducted its annual survey in May, and found that the decrease in spend is 6% compared with last year. We review potential reasons for the lower back-to-school spend in 2026 and advice for retail marketers communicating to consumers this fall.

Lastly, Chief Marketer and PRNEWS announced the winners of the 2026 Experiential & Event PR Awards, celebrating the year's most impactful experiential campaigns, activations and event-driven communications. Explore the winning work and discover the campaigns and events that captured audiences’ attention.

Until next week,