In this session, we want to hear about brand marketers' expectations for the economy and consumer sentiment. Most importantly, how are they going to grow their brands during 2026-27? Which levers are becoming more or less influential and which media will they lean on? Where do TV and premium streaming fit into their plans? We want to know how you build a strong working relationship with the CFO to champion long-term investments in brand building. Will AI answer engines – with their growing influence on consumer research and purchase journeys – trigger a greater commitment to brand building to achieve prominence in the media, communities and forums that feed AI models?