As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
The Trade Desk makes the S&P 500, triggering a stock price rebound; Estée Lauder is the latest big legacy brand to embrace influencers; and CMOs are trying to measure their return on AI, but it’s tricky.
CEOs fear their marketing has lost the plot; WhatsApp introduces ads; Meta’s making its users feel unsafe.
Forecasters expected tariffs would impact advertising growth projections. But that was before we knew exactly how steep these tariffs would be – and now that we do, it doesn’t bode well.
The CMO role has evolved “driven by the customer insight and customer data we have as marketers,” says Verizon Business Chief Product & Marketing Officer Iris Meijer.
For decades, the global CMO role has been the pinnacle of the marketing career pyramid, because the largest brands, like Mars, Coca-Cola and Unilever, needed a single executive to oversee content and messaging across the portfolio. But the days of the global CMO may be nearing an end. Coca-Cola scrapped its global CMO role late […]
Keith Weed announced Thursday that he will step down from his role as Unilever’s chief marketing and communications officer in April. Weed has worked for Unilever for more than 35 years, the last eight as Unilever’s top marketer. His departure, which he announced in a tweet, has been planned for more than a year. It […]
