The Modern Marketing Reckoner 2026 is MMA India & WPP Media’s flagship industry report.
Now in its 6th edition.
This year, it is built around a timely and powerful theme: The exchange of learnings between legacy brands and new-age challengers.
Titled The Incumbent-Insurgent Growth Playbook, the report explores how established brands and emerging digital-first players differ. In areas like consumer insight, communication, funnel strategy, technology, data, and measurement. And, more importantly, what each can learn from the other to stay relevant and grow stronger.
It is designed as a practical, insight-led playbook for modern marketers navigating a market shaped by both scale and disruption.
This report that goes beyond trends and surfaces real, applied marketing intelligence.
The Reckoner sits at the intersection of brand transformation, business growth, innovation, and effectiveness. Making it highly relevant for today’s marketing ecosystem.
It brings forth a sharp industry narrative. Built by credible voices. Sharing what matters equally to legacy enterprises, high-growth brands, and the wider marketing leadership community.
