Brands seek an improved operating model for content, one that removes needless friction, protects their creative and ensures results. Needed: A trained and calculated content supply chain to deliver content with purpose and precision for each network partner

A strategic executive perspective for 2027: The next competitive battles will be won by manufacturers that reinvent growth, rebuild brand relevance, and redefine their shopper relationships.

For years, retailer-supplier relationships centered on an annual cycle of cost negotiations, trade funding arrangements, promotional calendar planning, and margin discussions. In today’s evolving retail environment, characterized by retail media, digital commerce, AI, supply-chain automation, private brands, and rapidly shifting consumer behaviors, this traditional approach has become increasingly outdated.