What: NewBase has published its evolution of marketing survey “The Evolving Marketer.” The online global survey includes 120 CMOs in over 20 markets. Newbase conducted the survey between November 2017 and January 2018. The survey explores the role of the CMO and the changing marketing landscape.
Why it matters: In order to help companies stay on top of the game, today’s CMOs must evolve with the changing expectations of the customers. They must manage everything from branding to promotions, content creation to distribution, and data analytics to overall marketing strategies. They must keep customer satisfaction in mind at all times.

The new role of the CMO in the evolution of marketing

NewBase explains in its recently-published study titled “The Evolving Marketer” that the new role of the CMO is to move through the “elevator shaft” of the company. The CMO must manage information from the ground to the top executive levels. He or she must drive revenue and lead their business through nowadays’ fast-paced change and transformation. Evolving technology expands the role of the CMO widely. Proof of that is that the CMO now oversees an average of 12 creative and MarTech areas. Sixty-four-percent handle at least 10 or more areas.

Digital marketing occupies the top of the list out of 24 marketing functions measured by the survey. That’s according to 85% of respondents. Marketing strategy (83%) follows closely, as do advertising (81%), content marketing (79%), and branding (76%).

CMOs see their roles differently

The survey of CMOs and the evolution of marketing identified a clear 50/50 split on how CMOs perceive their roles. They either consider themselves “creative-driven” or “analytically minded.” The Creative CMO, now storyteller and copywriter, places great emphasis on perfecting the customer experience. He or she most likely gained experience in traditional marketing later expanding into the tech realm. They now need to be “digitally astute, fully immersed in the technology stack, and accountable for business results.” Content marketing (85%) occupies their main area of budget responsibility. Digital marketing and events (83%), marketing strategy (81%) and branding (80%) follow.

Tech CMOs struggle with pace of change

The Tech CMOs most likely built their experience based on technology innovations and data mining and analytics. They’re involved in sales and advertising processes. Digital marketing and advertising are their main marketing functions (86%). That is followed by marketing strategy (85%). Even though Tech CMOs try to keep up to speed with tech changes, 61% of overall global CMOs consider that it’s essential. But they say it’s often difficult for them to follow up on the stream of new stuff.

92% of respondents [global CMOs] agree that creative and analytics need to work more closely together to drive success.

The most reasonable solution would be to merge the talents of both CMO counterparts. Up to 77% of CMOs agree that “there is an increasing interest in marrying art, science, and data”. Ninety-two percent of the respondents agreed that “creative and analytics need to work more closely together to drive success.” It only makes sense that a Tech CMO could benefit from a strong creative partner. A Creative CMO could work closely with an analytical second in command.

Importance of data analytics in the evolution of marketing

CMOs agree that “marketing decisions should be based on how they impact the customer, rather than the business.” As a result, data analytics takes up more of their time and responsibilities, according to the survey. It registers the highest percentage of budget increase. As technology dictates the customer’s experience with brands, content marketing, social media, digital marketing, and data analytics occupy areas of great concern for companies. Moreover, the increased importance of these areas in recent years has caused an expansion of the CMO role. The CMO takes part in almost all areas of marketing. Sixty-one-percent of global CMOs consider the role to be complex. Almost half agree that “tech changes often make it difficult for the CMO to keep up.” Ninety-seven-percent agree that “It is essential to keep up with innovations in technology.”

However, the global CMO claims that over half the data available “is not being used to its full potential.” Instead of just accumulating and storing data, CMOs say that some of the analytics budget should be used in deeper analytics, interpretation, and implementation of the data they already have. Seventy-four percent of respondents agreed that it’s more important to refine data management and analytics systems than to focus on the latest tech.

Outsourcing still counts

Taking into consideration the extended scope of their responsibilities, it’s only natural that CMOs need to surround themselves with a competent team. In order to do that, they must select a mix of in-house and outsourced team members. The highest “fully outsourced” service among global CMOs is programmatic (43%), followed by advertising (36%), creative and design, and research and insight (both 28%). Nevertheless, many critical functions need to remain in-house. Marketing strategy is delivered fully from company insiders (86%), followed by product marketing (76%), customer experience (75%), and social media (52%).

A successful CMO must always remain in command and at the center of the organization. “The Evolving Marketer” shows that empowering the CMO with more autonomy over budgets, operational and strategic decisions can have a positive impact on the business. It can also strengthen their relationship with the board member. That’s because the board members need to work closely with the CTO to define goals and functions. They also have to educate CFOs so they can fully understand the impact of marketing on their businesses.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

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  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.


  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Estrella Jalisco

Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.




  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.



  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.



  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.



  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.



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New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
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