What’s in a name: do brands need a CMO?

Marketing has never been as wide-ranging, complex and important an activity for companies as it is today, which one might assume means that the role of Chief Marketing Officer or CMO has never been of greater value. But a growing number of brands are actually deciding to eliminate the position.


From zero to CMO: Five essential steps

Almost everyone is planning their next career move and they often think about what they need to do to make it happen.

Some, however, have a longer time horizon and bold ambitions. They may be writing email copy now, but they have visions of becoming the chief marketing officer (CMO) one day.

Today’s renaissance CMO should master both logic & creativity

While it’s certainly dependent on the organization, its industry, and its culture, chief marketing officers — once sought after exclusively as masters of the creative — are increasingly being forced to fit into equally analytical roles as a result of the data revolution. 

Blending traditional creative aspects of marketing with analytics is unprecedented, and for some, perhaps even unwelcome.

But Mike Linton, CMO at Farmers Insurance, disagrees: “I think this argument of whether a CMO’s role is art or science is flawed.” 

Can the CMO and CFO ever work together in harmony?

Marketers often have a challenging relationship with their colleagues in finance, as those in charge of budgets generally don’t like taking risks.

If you couple this with the difficulties of creating watertight measures of ROI and attribution then it’s understandable that CFOs might see marketing as being a bit fluffy.

The new digital c-suite: How influential is the CMO?

As companies become more digitally focused, is the CMO becoming more influential within the c-suite?

Developments in marketing technology have meant that CMOs have had to become more tech savvy in their approach, and we’ve all seen the stat that by 2017 CMOs will be spending more on tech than CIOs and CTOs. 

How a new focus on digital and customer experience is boosting Ryanair’s profits

For many years Ryanair revelled in its reputation for being a brash, almost antagonistic airline.

However it is currently undergoing a major rebranding exercise as it seeks to refocus on the customer experience and adopt a friendlier image.

At the Festival of Marketing this morning Ryanair CMO Kenny Jacobs gave an outline of what the process had so far entailed and how it had already impacted the business.

Rebranding campaigns of this scale often take place when a business is on its last legs, so Ryanair is somewhat unique in that it is pivoting from a position of power.

As Europe’s largest airline, Ryanair flies more than 1,600 routes to 30 countries.