The pendulum is starting to swing back to brand and a rethink of the traditional CMO-based marketing model.
Marketing organizations within major brands are recognizing the damage they can do to their brands if they focus too much on performance marketing and too little on brand marketing. Marketers, agency execs and consultants said there’s a noticeable shift when talking to brand marketers — not only CMOs but those with the various titles that have started to replace the CMO title — where it’s clear that care for brand as well as performance is more apparent.
That overall shift may be part of the thinking for some companies as they reorganize their marketing departments. Last week, for example, Kimberly Clark announced a new addition to its roster of marketing professionals: Luis Sanches joined as the company’s first global chief creative and design officer working under the company’s chief growth officer, Patricia Corsi. The company has moved away from the traditional CMO model with Corsi replacing its previous CMO Alison Lewis last spring.
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The original post is at Marketing Archives – Digiday
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