The CMO Growth Council, a group formed by the Association of National Advertisers (ANA) and Cannes Lions, is seeking to help marketing become what Marc Pritchard, Procter & Gamble’s chief brand officer, calls a "complete, integrated experience".

Pritchard discussed the outcomes of the CMO Growth Council’s latest meeting at the ANA’s 2018 Masters of Marketing Week in Orlando, Florida.

“Marketing is not a narrow communications field any more. It has become a complete, integrated experience, which is the pivot to customer-centricity, brand experience, and innovation,” he said. (For more, read WARC’s free-to-access report: ANA, Cannes Lions join forces to manage marketing disruption.)

Pritchard highlighted a list of issues that now face brand custodians, be it evolving media habits, ecommerce and direct-to-consumer brands, data and analytics, or the expectation that firms will express clear social – and even political – values.

“Does marketing still matter?” the P&G brand leader asked in considering this fractured landscape. “Yes. Marketing matters – today more than ever. But marketing is being disrupted, and it's time for us to take back control so we can drive growth.”

In addressing this disruption, the CMO Growth Council – which first met at the 2018 Cannes Lions Festival of Creativity – has identified various action points that can help “drive growth around the world,” Bob Liodice, the ANA’s CEO, said.

“Five of those initiatives are ready to be taken to the next level as global growth priorities led directly by the CMOs themselves,” he added.

More specifically, five teams – each led and populated by senior marketers from major enterprises, including Pritchard himself, and, among others, Kristin Lemkau, CMO of JPMorgan Chase, Alison Lewis, CMO of Johnson & Johnson, and Karen Walker, CMO of Cisco – have been created to fuel this progress.

Their distinct areas of focus are: data and technology; talent and organisation; brand experience and innovation; customer-centricity; and society and sustainability.

“We’ve partnered with the ANA to move this initiative forward,” Simon Cook, Cannes Lions’ vp/creative excellence, said in explaining the CMO Growth Council’s goals.

“We started the CMO Growth Council at Cannes Lions this year to establish the five growth priorities for the year ahead. Now, we have a clear roadmap for the next six months.

“We’ll be holding a series of events around the world for our community so that, when we come together again at Cannes Lions 2019 and at the ANA Masters of Marketing this time next year, we’ll have a much bigger army to drive these priorities forward.”

Sourced from WARC