Why CMO tenure is falling
The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role.
The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role.
Marketers are increasingly using short-term metrics to measure marketing success but is it simply because it’s easier to do so or are they under pressure from senior leaders to deliver immediate results?
Shrinking marketing budgets and the use of short-term metrics to measure success have resulted in a sharp drop in creativity, according to the latest IPA report ‘Selling Creativity Short: Creativity and effectiveness under threat’.
Digital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
From the persistent data skills gap to rampant restructuring, the Marketing Week Career & Salary Survey reveals how teams are evolving in 2024.