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...