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.
Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy
Policy.
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.
The car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.