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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.

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.

Elizabeth Scarlett makes beautiful, luxury accessories that are both inspired by and working to protect iconic wildlife. Through their 2% to the wild pledge, the brand is on track to raise £2 million for conservation causes by 2030.

Welcome to the era of Social Commerce.

The Social Commerce landscape has become an integral part of our lives. It has revolutionised the way we connect, communicate, and consume information. It has made us all creators.

If you’re looking to elevate your brand through the power of brand ambassadorship or advocacy, but you’re unsure about whether your business would better benefit from the support of brand ambassadors or advocates, or even both, we’re here to help.