Coca-Cola recently reversed its decision of doing away with the global CMO position.
This article states that for several months now, there has been a buzz that chief marketing officers (CMOs) are “going the way of the dinosaur”, because of the increasing influence of data-fuelled technologies. However, the author states that the CMO role is evolving.
Two years ago Coca-Cola had decided to do away with the CMO title, a decision it recently reversed and named Manolo Arroyo as its global CMO. With more data than ever being available, better measurement of ROI is now possible.
The author suggests that CMOs ask themselves whether they’re working with the right data. So long as they do, their roles won’t be threatened. Further, CMOs looking for data-driven success must look towards creativity for TV, mobile, social and media advertising.
[3 minute read]