Chief marketers face a ‘final fight for survival’


Large corporates including McDonald’s, Uber and Johnson & Johnson no longer have chief marketing officers (CMOs) and the role risks becoming outdated next year, according to a new report.

The digital age has meant that consumers have more ways of experiencing a company than ever: from the ads they see on their Instagram feed to sending a message to a customer service team via Twitter. This puts more pressure on marketers, who may have previously only controlled the advertising and communications side of things. Now into the job mix comes a greater demand for real-time feedback on how well, and how often, a firm is communicating with customers.

The emergence of digital technology has meant…


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