Building curious behaviours in modern marketing teams.

Curiosity is an essential trait for the modern marketer.

Numerous think-tanks, academic institutions and publications, from Harvard Business Review to McKinsey, evidence clear links between increased curiosity in teams, growing creativity and innovation in output, and improved business impact.

Yet the most common theme we hear at Creativebrief from brand marketing leaders is a sense of being stuck in the metaphorical vortex. We hope to help to support the industry in re-engendering the importance of curiosity into the next generation of marketers.

Download our latest report.

Throughout the first half of 2026, Creativebrief surveyed more than 50 senior marketing leaders from brands including Surreal, Tinder, Unilever, Starbucks, Monzo and more to uncover how social and creator marketing are reshaping modern brand building.

The findings are brought together in Social Sells 2.0, the follow-up to Creativebrief's successful Social Sells series. Combining exclusive industry research with groundbreaking case studies and expert perspectives from both brand and agency leaders, the report offers an unparalleled view of the trends and opportunities defining the next era of social and creator marketing.

Discover where budgets are moving, how brands are embracing a social-first mindset, the new ways marketers are partnering with agencies to build high-impact ecosystems, and much more.