Why the old marketing playbook is buckling under fragmented audiences and rising expectations – and what needs to change.

“Marketing transformation” has become one of 2026’s most-used marketing buzzwords, but what does it actually mean in practice? Audiences are more fragmented than ever, expecting messaging that feels relevant to them, while marketing teams are often still running on operating models and workflows built for a much simpler landscape. In this, the final episode of The Fold, presented in partnership with PHD Aotearoa, Duncan Greive is joined by Omnicom NZ’s Rachel Bayfield, PHD Aotearoa’s Sam Sherson and Cale Maxwell of Credera to unpack what a transformed marketing function looks like – and why it involves a lot more than just AI.

Together, they explore the shift marketers need to make to keep pace with both audience expectations and business outcomes, and the practical enablers, across data, technology and structure, that brands and agencies alike will need to get there.