Association Of National Advertisers Exec Discusses CMO Issues

I recently had the opportunity to visit Association of National Advertisers Executive Nick Primola to discuss the key issues facing Chief Marketing Officers (CMOs) today.

Jeff Fromm:

What is keeping CMOs up at night?

Nick Primora:

A recent two-day summit brought together over 200 CMO delegates. During this time, we identified top priorities for growth across industries and brands. Priorities he falls into two areas. Actions each participant can take now to drive more growth and marketing As a united community of her leaders, we will create opportunities for more innovation, investment, and growth that will have a positive impact on society. Increase.

Beyond mounting pressure on profits, pricing and advertising budgets, CMO representatives unveiled priorities that reflect the current state of an industry undergoing its own transformation at an unprecedented pace. A general concern about whether the current talent pool is keeping up with the skill sets essential to realizing its full potential. After all, this industry is only as good as its people. Are you getting the most out of your team now? And what’s around the corner you need to be prepared with talent and technology?

What is the Growth Council doing to alleviate this fear?

Fortunately, over the past few years, the Growth Council has worked to develop a common competence framework for high-growth marketing organizations that all CMOs can use for benchmarking and standardization. ANA will also partner with subject matter experts across the industry to participate in proactive training initiatives aimed at reaching at least 50,000 marketers and her 50,000 students through 2023. established. Curriculum, training programs for all levels of marketers (beginner to Chief Marketing Officer). At the summit, the Growth Council’s Talent Working Team announced several facets, including a universal competency framework, a new marketing campaign to engage students into marketing careers, and a new learning program for his CMOs in partnership with the Institute for Real Growth. shared the progress of

The most ambitious initiative was universally endorsed by the CMO representatives in attendance – Global Day of Learning. The event was held on December 6th^th Attracted over 4,200 marketers from over 50 countries. It was also used as a kickoff to reach as many marketers as possible and accelerate the learning curve to keep up with the incredible pace of the industry.

From:

How does it connect to sustainability, innovation and brand purpose?

Primora:

Sustainability, innovation, brand purpose and DEIB are central to ANA’s industry growth agenda, which informs the mission of the Global CMO Growth Council. Growth Council CMOs embed sustainability and innovation at every stage of the supply chain, from impact measurement and transparency pledges to improving customer experience and changing consumer behavior with collective well-being drives the growth of brands, organizations and their teams. mind. Green and good drive growth. Our mission from the beginning of 2018 is to transform marketing as a force for growth and good.

At the summit, an entire working session was devoted to building common ground on the role of marketing in driving growth through sustainable business strategies. This was informed by a joint initiative between the CMO Sustainability Accelerator (a collaboration of ANA, Adweek and Sustainable Brands) and the Boston Consulting Group. At the summit, the Growth Council also pledged to adopt the Ad Net Zero framework to reduce carbon emissions across the supply chain.

Most importantly, the delegates reached agreement on the role of marketing in driving real business growth through sustainable innovation rooted in the brand’s true purpose. And now, as an integrated industry, all with common ground, we are working to ensure collective progress accelerates.