The role of the CMO, during the coronavirus crisis, has evolved beyond brand building to include a more personal approach to the employer-employee relationship
| The role of chief marketing officer has evolved far beyond promoting and building the brand to include a more personal approach to the employer-employee relationship. And the CMOs of some of the best-known companies — from Mastercard to Celebrity Cruises — have employed novel approaches to keeping the troops happy and secure in these trying times, everything from inviting the family dog to Zoom calls to sending ice cream care packages. It’s all part of how they rethought and reasserted leadership during the pandemic. Read more below. Amid Covid-19, social unrest and a growing strain on mental health, employees are looking to leaders more than ever. “This has required us to play the role of both manager and counselor,” said Alicia Tillman, global CMO of SAP. In the latest episode of the Digiday Podcast, Vox Media publisher Melissa Bell talks about the recent exodus of some of its leading journalists and founders who have left for The New York Times and Substack. Marketers and agency execs expect the use of influencers, as well as the need to master e-commerce, to continue next year. New Digiday Research: While huge percentages of survey respondents are strongly optimistic about their own companies' prospects, few are similarly bullish on their industries as a whole. Other things to know about The Future Leader Awards will recognize the next generation of leaders across media, marketing, fashion, beauty and retail. Submit by the regular deadline, this Friday, December 18 for the chance to recognize your company’s up and coming stars and save on entries. For many companies, the lines between B2B and DTC sales are blurring. In this new guide, learn how companies are leveraging hybrid platforms to create unified product databases, turning to content and design elements common to B2B and DTC. Sponsored by Adobe. | | |
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howdy! howdy! | Sponsored by Samsung Ads | | How TV advertisers are developing holistic data sets | | TV was long the easiest place for advertisers to reach the audiences they wanted, and at the scale they needed. That can still be true, but only if advertisers and agencies utilize a unified linear and digital data set to activate across the video ecosystem. | | |
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