MW backs global study of marketing capability

Marketing Week is teaming up with ISBA and EffectiveBrands to help produce the most global and comprehensive study of the future of brands, marketing and the marketing organisation ever conducted.

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The Marketing2020 survey aims to help answer the question of “How to best align marketing strategy, structure and capability to drive business growth?”

Marketing Week is the media partner for the UK and working on the project together with ISBA and recruiter SpencerStuart. 


The survey findings will be incorporated into Effective Brands’ Marketing2020 report, which will help marketers to develop their strategies to drive business growth and meet the accelerated changes in consumer behaviour expected by the decade’s end.

The qualitative element of Marketing2020 has been conducted with interviews with more than 250 global chief marketing officers and finding will be revealed shortly.

The quantitative part of the study relies on as many responses as possible from Marketing Week’s readership so please take the time to participate. You’ll find a link to the survey here.  


Teresa Octavio, Managing director UK at EffectiveBrands, says: “As brands face the global market, a global consumer and incredible technology advances, we see the role of marketing moving more and more into the heart of the organisation.

“Marketing leaders influence in overall business strategy is increasing dramatically and they are now looking for guidance as to how marketing can best focus and organise to support business growth. Marketing2020; the largest study of its kind, with contributions from over 250 CMOs, chief executive officers and agency leaders, sets out to address this challenge and provide a strategic framework and practical guidance to help CMOs organise marketing for growth.”

Mike Hughes, director general, at ISBA, says: “Our members are facing an accelerating rate of change in the media landscape, which poses challenges with regard to skill sets and structure. This global study addresses these issues head on.”

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