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CMOs track everything. Customer Acquisition Cost (CAC), Lifetime Value (LTV), Return on Ad Spend (ROAS), Earned Media Value (EMV), the list goes on. Yet ask any marketing or brand leader: “What’s the commercial value of your word-of-mouth?” Cue the silence.

What if the biggest growth lever for brands in 2026 isn’t a new channel, a smarter ad, or a bigger influencer budget, but the people who already love you?

(And why most brands are still optimising for the wrong thing)

If marketing in 2025 felt fragmented, unpredictable, and occasionally contradictory, that wasn’t because the industry lost its way. It was because we were in the middle of a transition that most brands hadn’t fully named yet.

Download the The New Operating System for Modern Marketing 2026 Playbook

Watch the CEW x Duel Masterclass: Co-creating with your Most Passionate Customers. 

What if the key to long-term brand success wasn’t about reaching more people, but building deeper connections with the right ones?

At The Drum Predictions 2025, Duel’s Head of Category & Content, and co-host of the Building Brand Advocacy Podcast, Verity Hurd, took the stage to break down why Advocacy should be every marketer’s next obsession.

In a landscape where social engagement is plummeting, the brands that thrive will be the ones that turn customers into champions.

This organic fashion brand burst onto the scene with its colorful dungarees, and has built a dedicated fanbase. Now, they’re taking things to the next level with their Ambassador program. 

Sculpted by Aimee is a rapidly growing cosmetics brand founded in 2016 by Makeup Artist Aimee Connolly.