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| Sep 14, 2023
Source: Pharmaceutical Strategies Group (PSG)
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| Sep 14, 2023
Source: Workday
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| Sep 14, 2023
Source: Workday
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| Sep 14, 2023
Source: Workday
The role of the B2B CMO has expanded significantly in the last few years. The position has been elevated, but it comes with a host of new challenges. To retain a seat at the table, B2B CMOs must add executive tasks to marketer responsibilities.
Report
| Aug 15, 2022
After serving four years as executive vice president and chief marketing officer, Brady Brewer was promoted to CEO of Starbucks International. The coffee giant will be replacing the CMO role with a "global brand creative leader"—a new role that won’t be part of the C-suite.
Article
| Mar 26, 2024
More than 40% of AI and machine learning (ML) decision-makers worldwide highlighted improvements to their product or service quality as their primary driver for developing AI and ML applications, per a survey by S&P Global Market Intelligence. The same group of decision-makers also agree that cost savings in both IT and operational efficiencies (39%) and increasing innovation (39%) are primary drivers.
Article
| Oct 4, 2023
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| Oct 31, 2023
Source: Winterberry Group; Brightspot
Article
| Jul 11, 2023
The aim is not just to target an individual but a diverse group of decision-makers, each with a distinct role in the purchasing process, such as a finance executive looking at cost savings or a security expert evaluating product safety features. Adding to the complexity is the long nurturing period that can extend from six to nine months.
Article
| Oct 3, 2023
“Our marketing has shifted from a TV-centric model to a digital-first organization that balances local intimacy, scale, and flexibility,” said chairman and CEO James Quincey in a Q4 2023 earnings call, sharing that the company’s digital advertising mix has gone from less than 30% in 2019 to approximately 60% of total media spend.
Article
| Mar 26, 2024
On today's episode, we discuss the advertising industry's recent love affair with generative AI, what happens inside the minds of Gen Z consumers, why Spotify is pivoting, Twitter's new CEO writing the the company's next chapter, how podcast advertising is doing, how much people spend when they go to Las Vegas, and more. Tune in to the discussion with our director of forecasting Oscar Orozco and analysts Bill Fisher and Max Willens.
Audio
| Jul 7, 2023
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| Oct 24, 2023
Source: Coresight Research; Obsess
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| Oct 24, 2023
Source: Coresight Research; Obsess
“We’re seeing across the entire ad industry [that] performance matters more than ever, and we’re winning on that front,” Pinterest CEO Bill Ready said in an earnings call, “We’re driving more performance to advertisers than ever before” via partnerships with Google and Amazon.
Article
| Mar 29, 2024
In February 2023, The Information reported that Apple hired an executive focused on building an ads business for Apple TV+. In March 2024, Business Insider reported that Apple poached an advertising executive from NBCUniversal. But no formal announcement has been made regarding Apple TV+ introducing an ad tier. Read the full report, US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024.
Article
| Apr 15, 2024
Competition from fintechs and consumer brands is compelling leading banks and technology providers to revise their strategies. These fintechs and brands are scaling and evolving rapidly on top of banking as a service (BaaS) and open banking infrastructure. We’ve spoken with executives at financial institutions, fintechs, and vendors about how to thrive in an ecosystem that’s reshaping financial services.
Report
| Mar 10, 2022
Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.
Report
| Jun 28, 2022
The move, which dovetails with the brand moving into beauty in 2014 and its launch of pet and kids categories in 2022, is the latest step in its bid to become a “complete lifestyle luxury accessories player,” CEO Alexis Mourot told WWD. Does it make sense?
Article
| Feb 2, 2024
People trust their gut, but AI doesn’t have one: Executives are guarded about AI adoption for high-level use. There’s a path forward, but given the risks, C-suite caution is wise.
Article
| Mar 28, 2022
Elon Musk isn’t trying to calm Twitter advertisers: The billionaire may be taking over as interim CEO once the deal closes, which is raising buyers’ anxiety.
Article
| May 9, 2022
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| Apr 21, 2022
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| Jan 23, 2023
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| Feb 10, 2023
Over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale, per IDC.
Article
| Jun 30, 2023