As the world emerges from the haze of the coronavirus pandemic, marketers are tasked with quickly deciphering the changes to consumer behavior and pivoting to a post-pandemic reality. This is especially true for perpetually under siege chief marketing officers — a group that saw its influence increase during the pandemic but must remain vigilant to fortify those gains.
Increasingly, CMOs and other marketing leaders are called on to move beyond advertising and communications and instead deliver experiences that engage consumers and prove brand purpose. Questions about the evolving role of the CMO and how brand purpose is separate from other company priorities like corporate social responsibility remain, and were discussed during a general assembly of the ANA’s Global CMO Growth Council, as part of this year’s virtual Cannes Lions.
