January 6, 2026 · Podcast
stefanundstefan | Marketing 2026: Trends & Skills
What does successful marketing really require in 2026? As economic uncertainties increase and budgets come under pressure, marketing leaders are faced with fundamental strategic decisions. In the podcast stefanundstefan®, Stefan Eggenberger and Stefan Vogler speak with Sven Reinecke, author of the CMO Barometer 2026 study, about the key trends and skills shaping marketing in this still early year.
«HWZ on Air: stefanundstefan» – the podcast by HWZ with Stefan Eggenberger and Stefan Vogler. In their conversations with experts, the two hosts take a closer look at key topics in communication. They analyse, comment, and offer practical guidance. Real-world examples are combined with academic knowledge to provide ideal support for everyday communication challenges. Sharp commentary included.
The study was conducted by the University of St. Gallen on behalf of the Serviceplan Group and Heidrick & Struggles, and provides well-founded insights into the current state and future of marketing. Sven Reinecke contextualises the most important developments and highlights the skills that CMOs truly need today – and in the future.
The conversation covers, among other things,
the economic development of the Swiss market in comparison with foreign markets
the development of marketing budgets and why increased investment in shrinking markets often remains wishful thinking
specific tasks that can be efficiently accomplished using artificial intelligence
the noticeable loss of significance of sustainability from the perspective of consumers
the role of agencies and the expectations they face from their clients
A podcast for everyone who wants not only to manage marketing, but to actively shape it.
Special guest on this podcast by stefanundstefan®
Prof. Dr Sven Reinecke is director of the Institute for Marketing and Customer Insights at the University of St. Gallen. He is the author of the CMO Barometer 2026 study, a member of the board of directors of Olma Messen St. Gallen and of the Pestalozzi Children's Village board of trustees, and chairman of the board of directors of MPM Market Performance Management AG.
