News
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20 May 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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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.
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.
News
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09 April 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 COVID-19 Series, 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 February 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 November 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.
Article
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Marco Vriens, Stephen Brokaw, Douwe Rademaker and Rogier Verhulst, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 492-501
As an industry, marketing research has enjoyed decades of systemic growth. Unfortunately, dissatisfaction with the return on marketing research investments has also been consistently voiced.
Article
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Admap, October 2019
A summary of new thinking and best practice on winning in the era of brand experience from Admap.
Article
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Darren Coleman, Admap, October 2019
Details how to structure brand experience building initiatives by demystifying the brand experience building process.
Article
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WARC Exclusive, October 2019
Summarises the discussions and ideas of the CMO Growth Council, a collection of the marketing industry’s top talent.
News
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19 September 2019
The most senior client-side marketing position, the chief marketing officer, is reportedly under threat, under-regarded and lacking confidence.
Article
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Marie Griffin, ANA Magazine, B2B Marketer, September 2019
Analysts from McKinsey completed research on C-suite executives around the globe and found a link between CMOs who can build relationships within the C-suite and the growth of their organizations.
Opinion
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Alex Brownsell, September 2019
David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
Article
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Jo Bowman, Event Reports, Cannes Lions, June 2019
Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.
Article
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Joaquim Bretcha, WARC Webinars, June 2019
Discusses key differentiators, as well as key commonalities, in facilitating an optimal insights function.
