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    GainTheory-NX-CaseStudyHero-1200×628-og Case Study

    Gain Theory global CMO survey surfaced a creative measurement problem – with direct implications for budget and business impact.

    Media gets audited. Creative runs on faith. Media measurement has always been rigorous. Advertisers can trace spend to reach, frequency, and increasingly, sales impact. Creative hasn’t kept pace. Most brands still rely on copy-testing built

    LippincottCMOOutlook2026-1920px-case-study-cover-image (2) Case Study

    Lippincott partnered with Bloomberg Media and NewtonX to find out what’s holding CMOs back, then put the insights in front of a room that could act on it.

    The research revealed why CMOs feel confident about growth but not about what’s next, and gave Lippincott and Bloomberg Media the evidence to show the disconnect. Understanding how CMOs see their own role is core

    NewtonX
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