Hyundai's recent restructuring reflects a major trend in marketing, moving away from the traditional CMO role to split responsibilities between creative and performance.
Angela Zepeda emphasizes the need for more focus on brand building, stating, 'We need to really get into the hearts and minds of consumers' as they shift marketing strategy.
Skeptics argue that separating brand and performance functions could hinder overall effectiveness, claiming that a consistent message is vital for strong brand marketing.
Zepeda believes that while the split allows for more focused strategy in creative work, there are benefits to integrated marketing practices that shouldn’t be overlooked.
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