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YOUR INSIGHTS OF THE WEEK
- It's coming: Round 5 of CMO Day promises!
- Makers' CEO is the Paralympic Committee's new Ambassador and wants to inspire brands to put paralympism at the heart of their strategies.
- 41% of purchases will still go through physical stores in 2026, but they are no longer just points of sale.
Click-worthy: the curation that will provoke you and make you think.
It's coming: Round 5 of CMO Day promises!
Five rounds.
Five chapters that took Brazilian marketing to another level.
And now comes the last meeting of the year: CMO Day Round 5 in partnership with Salesforce.
The stage will once again be opened to the country's top CMOs, in an edition marked by surprise experiences, strategic backstage and a great case with GloboPlay.
The fifth act will be the culmination of everything we've built in 2025.
Let's end the year at the highest point of our collective journey that has transformed marketing from the inside.
Save the date: 11/11
The last CMO Day of the year is coming up.
Exclusive meeting for the Makers Community, registration is now open.
Makers' CEO is the Paralympic Committee's new Ambassador and wants to inspire brands to put paralympism at the heart of their strategies.
The paralympic movement is one of the most transformative forces in Brazil. And now we are very happy and proud to share that Makers is part of that journey.
Our CEO and founder Thiego Goularte was officially appointed ambassador of the Brazilian Paralympic Committee (CPB), a milestone that reinforces our commitment to putting paralympism at the center of our brand strategies.
More than a title, it's a mission: to help companies and marketing leaders see the social, human and strategic potential of supporting this movement.
During the Brazil Paralympic Summit, our CEO was present at a meeting that brought together leaders, brands and agents of transformation, all with the same purpose of discussing the role of paralympism as a cultural, social and strategic force for the country.
From 2026, Makers will intensify its presence with the CPB, connecting content, cases and debates that bring paralympism closer to marketing decisions.
Because transforming the market starts with transforming people. And that's the kind of movement we believe makes sense to lead.
We did an interview with Loraine Ricino, CPB's CMO and a member of the Makers community. We talked about how Brazil is a powerhouse, but there is still a long way to go for paralympics to take center stage in brand strategies.
Watch the full video and go behind the scenes of the Paralympic Brazil Summit with an exclusive interview between Thiego Goularte and Loraine Ricino, showing how sport and marketing can work together to transform realities.
41% of purchases will still go through physical stores in 2026, but they are no longer just points of sale.
The future of retail is happening now. A global report of 8,350 consumers and 1,700 retail executives reveals how AI, physical stores and unified commerce are transforming decisions, operations and experiences.
Some striking data:
- Physical stores as experience centers: 41% of purchases will still go through physical stores in 2026, but 59% of retailers already offer personalization and repair services, and 46% create spaces for events and communities
- Unified commerce in action: 88% of retailers consider channel integration essential, but only 15% fully exploit the potential of this data unification.
- AI as an autonomous force: 84% of retailers already use AI and 75% believe that autonomous agents will be essential for competitive advantage by 2026.
- Loyalty in crisis and transformation: 74% of consumers have switched brands in the last year. New programs focus on experience, community and status, not just discounts.
The report presents how the next few years will reshape retail and the brands that are prepared will lead the way.
See the full report with all the insights and trends that will shape 2026.
💡 Adobe launches new product focused on SEO for AI chats
💡 AI in retail: Walmart partners with OpenAI to enable ChatGPT purchases
This week we have experienced moments that remind us why we do what we do.
CMO Day Round 5 is approaching, and with it comes the energy of the entire community gathered, strategic backstage, unexpected experiences and a GloboPlay case that will show in practice how marketing can be transformed. It's the conclusion of a whole year of meetings which, round by round, have raised our sights on the market.
And we also had the Brazil Paralympic Summit. Being there, alongside leaders, brands and the Paralympic Committee, was a powerful reminder that putting purpose and transformation at the heart of decisions is not talk: it's action. Paralympism has the strength to inspire strategies and transform lives, and this is a journey that we will strengthen even more in 2026.
What unites these two moments is simple: transforming people in order to transform the market. And that's what drives me, and what drives us at Makers, every day.
Big hug!
Now, we at Makers really want to hear from you:
What did you think of today's edition?
