Agencies & Marketing — CPG brands adjust marketing strategies as tech giants reshape ad landscape

Agencies & Marketing · 2026-05-07

Three forces converged today that reshape agency economics and media strategy. First, major CPG brands are aggressively re-entering paid media — Kraft Heinz hiked marketing spend 37%, Luna Bar launched its first major campaign in nearly a decade, and E.l.f. expanded into competitive dance sponsorship. This signals a CPG spending cycle that agencies should position for immediately. Second, the ad…