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Era of alignment Future-focused strategies for brand building and customer acquisition Global annual marketing report 20222 Foreword Navigating constant change isn’t easy, but it is what makes the role of the CMO so exciting, as well as one of the most challenging. With real-time changes in consumer attitudes, behavior and media engagement, the right data is more important than ever. Robust and accurate data must be marketers’ north star for understanding and engaging the consumer and for measurement and attribution that enables the highest ROI. With the complexities of ongoing disruption and media fragmentation, several things remain constant: the need to know consumers and clients, what they want from you and how you most effectively and efficiently can engage them. Agility has never been more paramount. We continue to hear from marketers that an adaptive mindset is the most important attribute to have in business today. Combine that with a clear and real-time understanding of consumers and their behaviors, and brands become well positioned to hone their messages, allocate their ad spend, adjust their media mix and optimize to drive ROI. Unlike the finite amount of time i