News
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16/10/2020
The outspoken NYU professor Scott Galloway argues that the skills setting apart the CMO of the past from that of the future are clear to see.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, October 2020
Raja Rajamannar, the chief marketing officer of payments company Mastercard, has outlined various requirements that the next generation of marketers will need to fulfil in order to thrive in their roles.
Article
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Sam Peña-Taylor, Event Reports, Festival of marketing, October 2020
The outspoken NYU professor Scott Galloway shares his view on the two types of Chief Marketing Officer in existence – and why one will disappear and the other will thrive.
Article
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Rupert Younger, WARC Exclusive, September 2020
The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.
News
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10/09/2020
Despite economic and industry uncertainty, entertainment industry executives are feeling confident for a rebound, according to a new study by Branded.
Article
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Darren Coleman, WARC Best Practice, August 2020
This article explains the important role brand plays in driving growth.
News
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16/07/2020
Almost three quarters (73%) of CMOs expect the pandemic’s negative impact to be short lived, according to a new Gartner survey which also finds that brand strategy has re-emerged as a strategic priority for the year ahead.
Opinion
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James Hurman, June 2020
Following the launch of The Effectiveness Code, James Hurman takes a deep-dive into how to apply the Creative Effectiveness Ladder – a six-step framework for creative effectiveness that draws on insights gathered from over 4,500 case studies – to your marketing.
News
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29/05/2020
COVID-19 has hit the pay packets of millions of workers around the world and that is likely to include chief marketing officers because 84% of them say their overall compensation is linked to business performance improvements in 2020.
News
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20/05/2020
The role of the Chief Marketing Officer is alive and well and will stay that way in the future – but it’s in for some major changes, concludes a new study from the World Federation of Advertisers (WFA).
Opinion
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Anna Hamill, April 2020
COVID-19 is bringing new challenges for the marketing industry in 2020, and the predicted economic recession will hit brands hard.
Article
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Christian Polman, WARC Exclusive, April 2020
Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.
Opinion
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Nick Primola, April 2020
As part of the WARC Guide to structuring for effectiveness, Nick Primola looks at how today’s CMO is helping the entire company reach full growth potential by delivering exceptional brand value at every opportunity.
Article
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Nick Milne, WARC Exclusive, April 2020
In-house marketing excellence or effectiveness teams can provide more accountability on performance, but brands should avoid common pitfalls.
News
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09/04/2020
At a time when marketing budgets are being cut, it’s imperative that marketers plan accordingly and are able to demonstrate to the C-suite the value of continued investment, according to a Singapore consultant.
Article
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Priyanka Nadkarni, WARC Exclusive, March 2020
A global recession is looming and budget cuts inevitable, Priyanka Nadkarni of Window Seat Consulting breaks down what marketers can do to make the case for not going completely dark.
Article
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WARC Evidence, March 2020
Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
News
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27/02/2020
Research by the Harvard Business Review reveals senior marketing executives have suffered a significant decline in pay rates over the last 20 or so years – and the reason could all be down to IT.
Article
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Geoffrey Precourt, Event Reports, Industry Preview, January 2020
Wayfair, the online retailer, has rapidly grown into a significant marketer, both in terms of its budgets and in its approach to innovation.
Article
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Catharine P. Taylor, Event Reports, CES, January 2020
The CMO Growth Council, a joint venture of the ANA Masters Circle and Cannes Lions, meets periodically with the goal of future-proofing marketing and modernizing the role of the CMO amid unprecedented industry change. At a meeting in Las Vegas, attendees discussed:
Article
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David Haigh, WARC Exclusive, January 2020
Three business metrics that show your brand is driving business performance.
Opinion
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Alex Igelsböck, January 2020
Do chief marketing officers still have a role in today’s business? Yes, says Adverity’s Alexander Igelsböck – but they need to adapt to changing circumstances.
Opinion
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Anna Hamill, January 2020
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
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15/11/2019
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.
