Chief Marketing Officer or Chief Communications Officer: A look at executive leadership in the Fortune 100
Ogilvy & 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 answer through existing research, we found that there are lots of studies focused on CMOs and lots of studies focused on CCOs, but no apparent studies that look at what types of companies choose one function versus the other to lead their communications efforts.