With more big brands moving their marketing and sales departments closer together in a bid to become more agile, marketers will need to talk the talk as well as walk the walk if they want to take on the commercial side of the business.
Heineken is combining its global chief marketing officer and chief sales officer roles to create the position of chief commercial officer, one of a number of organisational changes announced today (31 March) to “accelerate strategy delivery”, according to the company.
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
Ever more brands are appointing their top marketers as chief commercial officers, signifying a wider change that’s happening in the boardroom as, with more data to back up their actions, marketers are steadily gaining more respect and responsibility.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.