The Drum: The Changing role of the CMO

Over the last 12 months, The Drum has written at length about what the role of the CMO will look like in the future. In recent weeks, we have even written about the CMO role disappearing in several big brands, including Starbucks, Uber, Etsy and Walgreens. Predominantly, brand-side marketers and CMOs themselves have opined about the future of their role, but clearly, if the CMO role changes, the agencies that serve them will have to change, too.

We asked agencies their thoughts on the changing role of the CMO and how those changes are impacting how agencies are and will deliver services in the future.Our role as an agency is to lend expertise in our specialism in creative, production and culture to CMOs, so they can feel reassured and reduce their workload. As consumers demand that brands demonstrate a clear commitment to social and environmental causes, we ensure that not only our creative messaging for our clients integrate diverse perspectives, but that our own practices do too. CMOs will rely on agencies to keep them at the forefront of an increasing number of changeable responsibilities, so agencies will need to build curious and agile teams capable of navigating uncertainty with creative solutions.

Diana Ellis-Hill, co-founder, Be The Fox: “Our role as an agency is to lend expertise in our specialism in creative, production and culture to CMOs, so they can feel reassured and reduce their workload. As consumers demand that brands demonstrate a clear commitment to social and environmental causes, we ensure that not only our creative messaging for our clients integrate diverse perspectives, but that our own practices do too. CMOs will rely on agencies to keep them at the forefront of an increasing number of changeable responsibilities, so agencies will need to build curious and agile teams capable of navigating uncertainty with creative solutions.”

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