P&G’s Pritchard and ANA’s Liodice Align on the New Responsibilities of Today’s CMO

February 1, 2018

Without question, the role of a contemporary Chief Marketing Officer is exceedingly complex and constantly adapting to change. According to recent Internationalist Insights research on the "redefinition of the CMO," a majority of top marketing leaders believe a CMO is a visionary: a marketing leader with up-to-date skill sets, a growth mindset, and an ability to identify trends, inspire organizational change, and envision the way the company will engage and interact with consumers in the future.

Earlier this month in Orlando at the ANA's Masters of Marketing annual conference, the top marketer from the largest global advertiser and the CEO of the world's most significant marketing association addressed the state of the industry and advocated a way forward for marketers. While their speeches emphasized different elements of marketing's multifaceted issues, they were perfectly aligned in underscoring the need for greater CMO responsibility.

Bob Liodice, ANA's Chief Executive Officer, discussed the challenges of business growth and the need for marketers to "take back marketing" to revitalize the industry. Marc Pritchard, Procter & Gamble's Chief Brand Officer, followed by emphasizing that wasted expenditure in the digital ad space can be overcome with a focus on transparency, ad quality, and appropriate "mass one-to-one marketing," and messages for good.

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