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Report

The Future CMO

Jun, 2018
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Summary

Procter & Gamble’s chief brand officer recently told the digital advertising industry that it needed to grow up. Doing so prompted frustrated chief marketing officers (CMOs) to take their advertising in-house, in recognition of the widespread unethical methods and lack of understanding around adtech. The Future CMO special report, published in The Times, covers how marketing leaders should be backing up their creativity with data and placing new importance on brand. Also featured is an exploration of the stratospheric rise of social media influencers and an infographic on how marketers can engage C-suite executives

Infographic

As a marketer, getting through to the elusive C-level executive audience can be tough. They’re time-poor, and more demanding, analytical and disparaging than the average consumer. They think most branded content is boring, predictable and repetitive. So, how do you deliver original, thought-provoking, fresh thinking to cut through the crowd? Raconteur research looked into the how, where, who and when of content marketing to help answer this dilemma