Working in an industry shaped by profound change and operating in a cultural environment characterised by uncertainty, marketers have a lot to contend with to ensure their message lands not only with customers, but within their own organisations.
Yet after a year of upheaval, could 2020 be the time to change the conversation around confidence in marketing? As with anything, real change only happens when you admit there is a problem.
Professor Byron Sharp recalls the experience of former Mars global CMO, Bruce McColl, now a fellow academic at the Ehrenberg-Bass Institute.
When he took on the role at Mars, McColl met with each member of the C-suite and asked about their perceptions of marketing. He was floored by the CFO, who said marketing was great because Mars is a “brand-based company” so it is important to have adverts.