After years dominated by digital efficiency and performance metrics, brand awareness is back in the spotlight. Recognition and trust are now critical, with consumers more likely to engage with brands they know and believe in.
According to new research by Censuswide, UK Chief Marketing Officers (CMOs) are putting brand awareness front and centre. In a survey of more than 500 marketers, 62% named it their top measure of success for the year ahead.
The findings reflect a clear shift away from short-term, performance-driven campaigns towards strategies that build long-term equity and trust. With budgets set to rise in 2026, marketers are investing in visibility, authenticity, and innovation to meet consumer expectations and stay competitive.
A Return to Brand-Building
For CMOs, brand strength is once again a priority. Recognition and credibility matter: shoppers are more likely to buy from companies they believe in.
The research shows consumers place high value on consistency and authenticity. People now expect brands not only to make promises but to live by them. Those that deliver can generate loyalty and advocacy, while those that don’t risk being forgotten.
Technology as an Enabler
Artificial intelligence (AI) is helping drive this shift. By analysing vast amounts of consumer data, AI enables marketers to personalise campaigns, optimise outcomes, and uncover insights at speed. Censuswide’s survey points to rapid adoption across marketing teams, with leaders using it to streamline operations and sharpen decision-making.
Yet the research also underscores the need for balance. Efficiency alone isn’t enough: consumers still crave human connection. The most effective campaigns combine data-driven insight with creativity and storytelling, producing experiences that feel both personal and genuine.
Brands Leading the Way
Some of the most recognised names are already showing how brand awareness can be amplified through creativity, purpose, and cultural resonance.
Burberry’s Summer 2025 campaign, It’s Always Burberry Weather: London in Love, reimagines the trench coat through the lens of a British rom-com. With stars including Kate Winslet, Joanna Lumley, and Nicholas Hoult, the campaign blends heritage with contemporary storytelling. The result is renewed visibility and cultural relevance, reinforcing Burberry’s place in the luxury market.
Earlier this year, Cadbury’s Made to Share campaign featured playful Dairy Milk bar designs marked with lines like ‘who cooked / who cleaned / who ate.’ By turning everyday moments into opportunities for generosity, the brand reinforced its long-standing identity while inviting consumers to connect with it in a more personal, emotional way.
The NHS launched its first breast screening awareness campaign this year, highlighting the life-saving impact of early detection. With celebrities including Victoria Derbyshire and Julia Bradbury sharing personal stories, the campaign showed how trusted voices can inspire action. It demonstrates the power of awareness not just to shift perception, but to drive behaviour.
Together, these campaigns show awareness is being redefined – not just as visibility, but as a bridge between brand, values, and consumer action.
Budgets Poised for Expansion
This renewed focus comes with fresh investment. Censuswide’s survey found that 85% of CMOs expect overall marketing budgets to rise in the coming year, with brand awareness (79%), market research (75%), and PR (72%) also set for growth.
That confidence provides the resources to execute strategies designed for long-term impact. With bigger budgets, smarter technology, and sharper consumer insight, CMOs are better equipped to deliver campaigns that are both measurable and meaningful.
A Consumer-First Future
The research paints a picture of an industry evolving around consumer expectations. Brand awareness is no longer a secondary metric – it sits at the heart of how companies plan, execute, and measure success.
CMOs are combining technology with creativity to ensure campaigns resonate while staying true to purpose. As Burberry, Cadbury, and the NHS demonstrate, those that balance visibility with values can cut through, connect, and stay relevant.
With growing investment and a renewed focus on long-term equity, marketers are entering a new era of brand-led growth – one where awareness, authenticity, and innovation don’t just measure success, but create connections that last.
Further Reading / Sources
CMOs increasingly turning to brand awareness as most important metric, research shows Campaign Monitor
Censuswide Research Finds UK CMOs in Balancing act With Consumers on use of AI and Brand Activism Censuswide
Burberry unveils its Summer 2025 Campaign, ‘It’s Always Burberry Weather: London in Love’ Burberry
Cadbury’s ‘Made to Share’ campaign redefines generosity in the sweetest way Creative Boom
