Global Growth Priority


Brand, Creativity,

and Media

Drive more human brand experiences.

The craft of marketing and its connection to innovative experiences and media represents the centerpiece for potential growth. CMOs must ensure that their brands stay true to their purpose and shift from B2B or B2C to B4H – “Brands for Humans”. By improving their effectiveness in leveraging the innovative media landscape, marketers will build the foundation for long term business growth and brand value.

MANDATES

1. Revolutionize marketing as B4H (Brands for Humans).

2. Elevate marketing craftsmanship.

3. Establish the financial value of a brand.

4. Transform the media ecosystem.

ACTIONS

1. Shift from a focus on B2B or B2C to B4H. Adopt a “people-first” platform enabled by deep human insights that fuel brand innovation. Drive brand growth through acts - not just ads. 2. Define gold standards. Share insights. Drive innovation and creativity. 3. Create a universal framework for measuring how marketing impacts business growth. Help CMOs and their C-suite counterparts balance how they invest in both short- and long-term growth initiatives. 4. Develop a clear and transparent path to understanding the transition to the evolving digital ecosystem where we can understand true value throughout.

Co-Chair:
MATHILDE DELHOUME

Global Brand Officer at LVMH

Co-Chair:
NORMAN DE GREVE

CMO at CVS Health

Co-Chair:
MARCEL MARCONDES

Chief Marketing Officer at Anheuser-Busch US

TEAM LEADERS

Zaid Al-Qassab Chief Marketing Officer and Inclusion & Diversity Director

Dean Aragon CEO at Shell Brands International and Global VP

Ravi Dhar George Rogers Clark Professor of Management and Marketing and Director of the Yale Center for Customer Insights at the Yale School of Management

Josh Feldman CMO at NBCUniversal, Creative Partnerships

George Hammer Chief Content Officer at IBM

Jon Iwata Yale Center for Customer Insights Ogilvy Fellow

SY Lau SEVP, Chairman, Group Marketing, Global Branding at Tencent

Allison Lewis Chief Growth Officer at Kimberly-Clark

Greg Lyons Chief Marketing Officer at PepsiCo Beverages North America

Ivan Pollard Industry Leader

Peggy Roe

Global Officer, Customer Experience, Loyalty and New Ventures at Marriott International

Dara Treseder

Chief Marketing & Communications Officer

Kingsley Wheaton

Chief Marketinng Officer at BAT

EXERCISE YOUR PRIVILEGED CMO RESPONSIBILITY.

Connect with the 1,200 Chief Marketers of the Global CMO Growth Council to drive growth for your own organization, as well as regenerate global economic and societal growth.

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