There is a growing disconnect across the C-suite about what other professionals consider the role of the chief marketing officer to be, according to a new survey that even finds differences of opinion between CMOs and their own marketing teams.
Though the CMO is a powerful position in the business, it requires constant adaptation to survive. At Cannes Lions, WARC’s Sam Peña-Taylor heard executives from Tencent and LVMH explain their view of the future for the profession.
The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
Language is key to exploring how communication professionals can help keep brands – and ourselves – valuable in the boardroom by becoming adept bilinguals and rewiring our thinking using another language: the C-suite's.
CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.
Sam Peña-Taylor, Event Reports, Cannes Lions, June 2018
Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.
Discusses the findings of a research project carried out in conjunction with BDO and the University of Bristol, which took the form of an online survey of more than 750 brands and agencies based in the Americas, Europe and APAC.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.