Brand and deliver: Emerging Asia's new corporate imperative, is an Economist Intelligence Unit report. It is based on interviews with leading branding experts in the region, as well as senior executives of some of Asia's most prominent emerging multinationals, including LG, Tata, Infosys, BYD and Alibaba.com.
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
More from Marketing Efficiency Series
When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
