Collaboration will lead to a brighter future

We at Brand Learning fully endorse IPA director general Hamish Pringle’s view that chief marketing officers need to engage with financial reporting practices to ensure that their voice is heard in the boardroom (MW 13 August).

One of the key findings to emerge from our research into the issues that keep leading marketers awake at night is that they are keenly aware of the need to sharpen their ability to engage with other functions and stakeholders within the business.

Marketers depend on the input and support of colleagues from across the business to ensure that consumer-led growth lies at the heart of the business agenda. Nowhere is this more important than in the collaboration with finance.

By explaining brand performance and strategy more clearly, both internally and in communication with the City, marketers will become more influential in creating both consumer and shareholder value.

Andy Bird
Co-founder/joint MD
Brand Learning

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