When LVMH Group showed the world recently that a focus on marketing, brand and authenticity can have your chairman/CEO become the world's richest person, then the world of 'marketing' has surely shown it is more than the 'painting and decorating department'. The CMO is often the key player on the executive team, with good reason to have opinions on product, customer service, geographic focus and pricing as much as what ad to run. And more CMOs than ever are becoming CEOs as a result. Agencies need to talk to CMOs like they are the business leaders they are, rather than communications heads focusing on the pictures and the kerning. True cultural relevance comes from a brand assimilating itself into culture at all levels and touchpoints.
As their remit grows, the next generation of CMO is expected to be a multidisciplinary expert. Digital marketing agency conversations historically focused on campaign and creative performance, but now our discussions cover anything from martech suitability, data science, website performance and the adoption of AI. While it is positive to break down marketing silos, this broader focus risks overwhelming CMOs as there are too many plates to keep spinning. Agencies that will continue to prove their value are those who build out interdisciplinary teams that can provide both broad and specialist.
#cmo-evolution #agency-adaptation #business-leadership #multidisciplinary-expertise #marketing-silos
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