JM

On Helping the CMOs of the future

Jamie Matthews

Chief Executive Officer

Ascribing roles and responsibilities has never been trickier for businesses. Siloes are being removed, teams are adopting and developing new skills, blurring the boundaries between separate departments, while technology continues to be deeply embedded across operations.

All of this is being driven by the connected customers. They want more, they want it now, and they want it in every size and colour. This is something we experience daily at Initials, as we seek to create richer, all-encompassing solutions for brands. How do we create incredible consumer campaigns that work across more channels? How do we incorporate cutting-edge technology to make those experiences even better? Who else do we need to have on board to make it happen? Like all businesses, we need to challenge ourselves every single day to ensure we remain effective, relevant and at the forefront of innovation.

Within this dynamic, CMOs are facing unprecedented existential challenges. To be successful, CMOs of the future need to be great conversationalists with a new group of partners internally as well as externally. New and productive top-to-top partnerships will need to move away from the idea of "bought in" creativity and strategy. Instead, agency leads must be allowed to share in the bigger picture vision. The good news is that the best agencies are already planning for this, mapping out the blueprint for a strategy-focused future. For partnerships to be successful, CMOs must encourage agencies to share proactive, innovative ideas, provide counsel, and give them the confidence – and the permission – to challenge the client brief.

Businesses are needing to adapt to a change in customer mentality, and the CMO is in pole position to lead the charge. However, where once they looked outwards, blinkered by a laser focus on the consumer, they now need to be more inward-facing, working to join dots internally across the business. How they work with agencies must also evolve, creating opportunities for conversation, while allowing agencies to make themselves indispensable. Collaboration has never been more critical.

To chat more with JM, call +44 20 7747 7400

Jamie Matthews

Chief Executive Officer

Ascribing roles and responsibilities has never been trickier for businesses. Siloes are being removed, teams are adopting and developing new skills, blurring the boundaries between separate departments, while technology continues to be deeply embedded across operations.

All of this is being driven by the connected customers. They want more, they want it now, and they want it in every size and colour. This is something we experience daily at Initials, as we seek to create richer, all-encompassing solutions for brands. How do we create incredible consumer campaigns that work across more channels? How do we incorporate cutting-edge technology to make those experiences even better? Who else do we need to have on board to make it happen? Like all businesses, we need to challenge ourselves every single day to ensure we remain effective, relevant and at the forefront of innovation.

Within this dynamic, CMOs are facing unprecedented existential challenges. To be successful, CMOs of the future need to be great conversationalists with a new group of partners internally as well as externally. New and productive top-to-top partnerships will need to move away from the idea of "bought in" creativity and strategy. Instead, agency leads must be allowed to share in the bigger picture vision. The good news is that the best agencies are already planning for this, mapping out the blueprint for a strategy-focused future. For partnerships to be successful, CMOs must encourage agencies to share proactive, innovative ideas, provide counsel, and give them the confidence – and the permission – to challenge the client brief.

Businesses are needing to adapt to a change in customer mentality, and the CMO is in pole position to lead the charge. However, where once they looked outwards, blinkered by a laser focus on the consumer, they now need to be more inward-facing, working to join dots internally across the business. How they work with agencies must also evolve, creating opportunities for conversation, while allowing agencies to make themselves indispensable. Collaboration has never been more critical.

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