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NEW REPORT — 2026
SpendshiftReport
How are marketing budgets being spent this year?Gain insight from 200 senior procurement leaders across Europe.
WHAT'S INSIDE?
Marketing spendis shifting.
In 2026, brands are adjusting spend and restructuring how marketing operates to meet to demands of AI, automation, always-on-content, and expanding marketing ecosystems.
Based on insights from 200 senior marketing procurement leaders across Europe, Spendshift 2026 reveals the forces redefining marketing spend today and what they mean for the future.
Marketing production is in demand
A clear shift toward production-led marketing is reshaping how organisations allocate budgets and select partners.
AI & Automation are redefining operational efficiency
AI and automation are already reshaping workflows across sourcing, operations, delivery, driving speed and cost efficiences while raising new questions about long-term value.
Integration is now mission-critical
With rising partner ecosystem complexity and organisations bringing more capabilities in-house, tighter integrations between marketing, procurement, agencies, and technology is becoming essential to scale effectively.
Partner Ecosystems are expanding
Rising complexity of supplier ecosystems and procurement decision-making demands new approaches.
Free Download
Get ahead of the shift
Spendshift 2026 gives you the insight to understand where budgets are moving, how are partner models are evolving, and what it takes to stay ahead.
WHAT WE DO
OUR WORK
ABOUT US
ABOUT US
GET IN TOUCH →
NEW REPORT — 2026
SpendshiftReport
How are marketing budgets being spent this year?Gain insight from 200 senior procurement leaders across Europe.
WHAT'S INSIDE?
Marketing spendis shifting.
In 2026, brands are adjusting spend and restructuring how marketing operates to meet to demands of AI, automation, always-on-content, and expanding marketing ecosystems.
Based on insights from 200 senior marketing procurement leaders across Europe, Spendshift 2026 reveals the forces redefining marketing spend today and what they mean for the future.
Marketing production is in demand
A clear shift toward production-led marketing is reshaping how organisations allocate budgets and select partners.
AI & Automation are redefining operational efficiency
AI and automation are already reshaping workflows across sourcing, operations, delivery, driving speed and cost efficiences while raising new questions about long-term value.
Integration is now mission-critical
With rising partner ecosystem complexity and organisations bringing more capabilities in-house, tighter integrations between marketing, procurement, agencies, and technology is becoming essential to scale effectively.
Partner Ecosystems are expanding
Rising complexity of supplier ecosystems and procurement decision-making demands new approaches.
Free Download
Get ahead of the shift
Spendshift 2026 gives you the insight to understand where budgets are moving, how are partner models are evolving, and what it takes to stay ahead.
WHAT WE DO
OUR WORK
ABOUT US
ABOUT US
GET IN TOUCH →
NEW REPORT — 2026
SpendshiftReport
How are marketing budgets being spent this year?Gain insight from 200 senior procurement leaders across Europe.
WHAT'S INSIDE?
Marketing spendis shifting.
In 2026, brands are adjusting spend and restructuring how marketing operates to meet the demands of AI, automation, always-on-content, and expanding marketing ecosystems.
Based on insights from 200 senior marketing procurement leaders across Europe, Spendshift 2026 reveals the forces redefining marketing spend today and what they mean for the future.
Marketing productionis in demand
A clear shift toward production-led marketing is reshaping how organisations allocate budgets and select partners.
AI & Automation are redefining operational efficiency
AI and automation are already reshaping workflows across sourcing, operations, delivery, driving speed and cost efficiences while raising new questions about long-term value.
Partner Ecosystemsare expanding
Rising complexity of supplier ecosystems and procurement decision-making demands new approaches.
Integration is now mission-critical
With rising partner ecosystem complexity and organisations bringing more capabilities in-house, tighter integrations between marketing, procurement, agencies, and technology is becoming essential to scale effectively.
Free Download
Get ahead of the shift
Spendshift 2026 gives you the insight to understand where budgets are moving, how are partner models are evolving, and what it takes to stay ahead.
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