Companies like McDonald’s are abandoning the CMO role in part because marketers insist on constant, pointless reinvention of the position and its responsibilities.
Bringing in a role that is broader than the traditional CMO, has forced Mars to “think differently”, both from a marketing and recruitment perspective.
McDonald’s is one of a growing number of companies scrapping the global CMO role in favour of spreading marketing responsibilities more broadly across the business.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
The regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.