Chief Marketing Officer or Chief Communications Officer: A look at executive leadership in the Fortune 100

This article describes the results of an analysis of the 2012 Fortune 100 companies to see if their executive leadership teams included a Chief Marketing Officer (CMO) or Chief Communications Officer (CCO).

Chief Marketing Officer or Chief Communications Officer: A look at executive leadership in the Fortune 100

Jennifer JamiesonOgilvy & Mather

There is a clear overlap in the nature of the role of the Chief Marketing Officer (CMO) and Chief Communications Officer (CCO). A 2012 Forrester reporti revealed that 50% of CMOs own corporate communications as a part of their function. Equally, a 2012 Korn Ferry studyii found that 43.5% of Fortune 500 CCOs are responsible for corporate advertising and/or branding. But why do companies choose one model versus another?

In trying to elucidate this...

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