It started during the pandemic as boardrooms floundered, and continued into the cost of living crisis. At conferences, and in places where marketers gather, a sense that this is marketing’s moment. At a time when the customer needs to be represented at the top table, when differentiation is key, and confidence and categories are compromised – this was marketing’s time to shine. Where marketers would lead on behalf of their customers, and in service of their company. Where they would help determine where an organisation was headed, as well as having a role in how they were going to get there.