News
As brands scrutinize their marketing budgets, industry leaders believe a renaissance is coming.
by Jameson Fleming July 20 2026
There’s a jarring statistic that exemplifies the current state of marketing: 60% of CEOs now view marketing as a cost center, up from 35% last year. CEOs who view marketing as a profit center fell from 65% to 40%, according to a Boathouse study.
CEOs are increasingly skeptical of the value of all those millions or even billions of dollars they dish out to their marketing teams to spend on Super Bowl buys, banner ads, creator partnerships or expensive pop-up activations.
