“Loner, Unifier, Friend!” What Sort Of CMO Are You?
A Cannes session today has learned that there’s three defined CMO personalities. And, before you say you can name at least six, apparently it’s all based on research.
In a session titled “What CEOs really think about marketing, creativity and growth”, new McKinsey research was presented by two speakers, Jason Heller and Aussie, Bijana Cvetanovski, who, yes, both happened to work for McKinsey.
Apparently the aim of the study was to identify different CMO “appetites” and how they worked with other members of the C-suite and, in particular, the CEO.
So what exactly are they? Well, according to McKinsey, CMOs fall into three seperate categories – unifier, friend and loner.
UNIFIER CMOs
According to the study, only 24 per cent of CMOs are unifiers, making them the rarest of the CMOs.
“[The unifier] is famous for being able to reach out an influence across the C-suite,” said Cvetanovski. “They’re very good at bringing marketing invites and performance into the business. They’re all about the balance sheet, the P&L.
“They really focus on measurement, not just in marketing but across the broader initiatives of the organisation.
“What they also do is build key partnerships. They build share and vision and accountabilities for the rest of the C-suite and by doing that they create a virtuous cycle and create champions.”
And with all that, according to McKinsey, the “unifier” becomes one of the most respected members of the board room. And, better still, because of that, it’s the reason why the “unifier’s” budgets never get slashed (apparently).
Plus, if you want a stayer, stick with a “unifier” who “stay in their roles 50 per cent longer than their other CMO peers,” said Cvetanovski.
LONER CMOs
It would appear the “loner” CMO is the exact opposite to the “unifier”.
They’re known for thinking very short term and, what’s worse, are looked down upon by their other C-suitors.
Some 27 per cent of all CMOs are regarded as “loners”.
“They’re more fixated on advertising campaigns and social media,” is how Heller described the “loner”.
“They’re seen as executors of the brand, stewards of advertising and PR. They’re looked at for implementing strategies and not looked for enacting strategies. And that’s not productive for the growth of an organisation at all,” he said.
But it may not be all the “loners” fault! Often “loners” work for CEOs who don’t understand or trust marketing.
The other problem is “loners’ often don’t communicate well with other members of the C-suite and struggle to communicate marketing “speak” into P&L that the other members of the board – particularly the CFO – can understand.
FRIEND CMOs
Work in marketing? Then it’s most likely you’re the friend archetype, with 49 per cent of all CMOs identifying in the category.
Apparently, the “friend” is often best buddies with the CEO (read into that what you will) but will have a patchy relationship with the rest of the C-suite.
The “friend” is very customer focused and less interested in things like new technologies.
So, in quick conclusion, which CMO type is best?
“When you look at high growth companies, they often have seven times the likelihood of having a “unifier” CMO in the job,” said Heller.
Latest News
opr Report: The Need To Rethink Content In A Post-Pandemic World
A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]
Wednesday TV Wrap: Lego Masters Top Performing Entertainment Third Night In A Row Despite Viewer Drop
Lego Masters and Masterchef both again experienced a nightly drop-off, though at less extreme rates than on Tuesday. While Lego Masters dropped by 16,000 from Tuesday night to reach 766,000 viewers, it was again the top-performing entertainment show for the third night in a row since its premiere. Last night’s episode was a ‘night before Christmas’ spectacular […]
ThinkNewsBrands Shifts To Roy Morgan, Drops emma, For Readership Data
ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired. ThinkNewsBrands said the decision to shift came after it had listened to the industry and acknowledged the need to implement a single unified readership metric for total news, produced by one entity rather than […]
Clems Melbourne’s Jonny Berger Joins CHEP As Managing Partner
CHE Proximity has announced the appointment of Jonny Berger as managing partner, moving within the Clemenger Group to join CHEP from Clemenger BBDO Melbourne. With almost 20 years of experience, Berger joins the executive team in Sydney leading the Samsung account. Justin Hind, CEO at CHE Proximity said, “Jonny is a key senior addition to […]
The Number Of Australians Aged Over 75 On Social Media Doubled In 2020
Older Australians turned to social media apps and other forms of digital communication like never before during COVID-19, new research from the Australian Communications and Media Authority (ACMA) shows. The study found that 41 per cent of Australians aged 75 and were using social media in June of 2020, up from 18 per cent in […]
Vitasoy Encourages Us To Grow A Better World By Drinking “Planet Milk” In New Brand Platform By Leo Burnett
This World Earth Day (April 22nd 2021), Vitasoy, a pioneer of soy milk, has declared its mission to ‘Grow a Better World’ via Leo Burnett Australia. The new brand platform invites people to drink plant-milk as a more sustainable option for the planet. The brand idea reflects the significant trend toward plant-based foods and beverages […]
Samsung Ads Bolsters Australian Presence With Three New Hires
Samsung Ads Australia has confirmed the appointment of three new key members of its expanding Sydney-based team, including Laura Wall [pictured] ex-Shopper Media Group, Luke Fox ex-BBC Global News, and Sharon Miranda ex-News Corp. This announcement follows the appointment of Alex Spurzem as General manager in July 2020. Samsung Ads Australia began its soft launch […]
Starcom Wins Tourism Tasmania’s Media
Publicis’ Starcom has been appointed by Tourism Tasmania to manage its media account, encompassing strategy, planning, buying and digital media. Starcom has been tasked with connecting people with the island state both culturally and emotionally, focusing both on domestic travellers and planning for the returning international traveller. Emma Terry, chief marketing officer, Tourism Tasmania said: […]
Pinterest And Shopify Expand Partnership
Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]
Changing The Ratio: ThinkHQ’s Jen Sharpe And Sarah Said On Speaking Equally To All Australians
As our Changing The Ratio breakfast events draw closer, B&T is excited to be sharing conversations with some of the changemakers in our industry. B&T sat down with two of the Think HQ team, founder and managing director Jen Sharpe (pictured right) and social media coordinator Sarah Said (pictured left) to talk about why diversity is better for […]
Taboola drives free advertising to six Australian women-owned businesses, as part of its new #RecommendHER program
Taboola, a global leader in powering recommendations for the open web, has powered free advertising campaigns for more than 100 women-owned businesses, including six Australian businesses, as part of its new #RecommendHER program.
Zenith Names Sarah Heitkamp As Head Of Strategy & Planning
Zenith Australia has announced the promotion of Sarah Heitkamp to the new role of head of strategy and planning – Sydney. Heitkamp moves from her current position as Sydney strategy director effective immediately, reporting to Zenith Sydney Managing Director, Jonny Cordony. Heitkamp returned to Zenith Australia at the beginning of last year after a two-year […]
How Brands And Retailers Can Create A Personalised Customer-First Experience
There’s no doubt the retail sector has been through a massive transformation in the last 12 months and with Australian consumers shopping online more than ever there’s a wealth of data to be learned, that will benefit retailers and marketers. The BigCommerce 2021 State of Ecommerce ANZ Report leverages the data of the Top 100 […]
WPP Shareholders Vote In Favour Of Global Takeover
WPP's shareholders have voted overwhelmingly in favour of a takeover and for Tom Williams on Dancing With The Stars.
Time Is Running Out To Nominate For B&T’s CMO Power List!
Be warned, B&T's pulled out the egg timer for our CMO power list! Votes close on Monday! Googlies strictly hard boiled.
Charlotte Crosby Launches Values & Vibrators Podcast
This is such a terrific name for a podcast, B&T was thinking of nicking it for our very own one.
Behold! All Of The Pics From B&T’s Women Leading Tech!
If there's EVER a function where you need to get the overhead projector or Powerpoint to work it's Women Leading Tech!
Dettol Launches Australian Heartland Collection Via Momentum
One need only witness the B&T office human pyramid in action to know that a trusty bottle of Dettol is always on hand.
Māori Support Network Releases First Major Brand Campaign Via Motion Sickness
B&T knows we should be bringing you more great work from NZ, however, we do struggle with that squiggly thing in Māori.
Sexist Tent Advert On Amazon Says It Would Be ‘Easy For Women To Put Up’
Sure, this is a rather sexist ad for a tent; however, it vastly undersells the sheer horror that is camping.
Isobar ANZ Wins Adobe 2021 Digital Experience Partner Of The Year Award
Isobar's fifth grade racquetball trophy discretely moved to rear of cabinet after Adobe Digital Experience Partner win.
Apple Spoofs Tom Cruise And Co With ‘Mission Implausible’ Ad For New iPad Pro
This cool Apple spot comes with a surprising end that includes Tim Cook; which probably takes the surprise out of it.
“Beginning Of The End Of The Pandemic!” Omnicom Revenues Down 1.8% In Q1, But Rebounds 9.6% From COVID
Omnicom's Q1s are in & if they were a hamburger they'd be better than a Zinger but not as good as the Whopper Baconator.
PHD Media Named Best Place To Work For Media And Marketing By AFR
Apparently the use of 'the rack' & thumbscrews in the workplace is frowned upon by the AFR's Best Places To Work Awards.
Woolies Takes Majority Stake In Quantium
Woolworths takes majority stake in Quantium, still can't get its trolleys to drive in a straight line.
Government’s Woeful ‘Milkshake’ Consent Ad Deleted
Vaccine rollouts, another Shark's loss on the weekend and now consent videos, it's been another trying week for ScoMo.
Nine’s Big Idea Store Announces Action Packed Line-Up
Nine unveils impressive Big Idea Store line-up and it's not good news for fans of dancing poodles or the wobble board.
Droga5 Goes Back To Pompeii 79AD In Epic New Work For Alexa
B&T's very conscious of overusing the word epic in headlines, but the hyperbole is definitely warranted in this beauty.
Coke Criticised At Shareholder Meeting For Exacerbating Health Issues In American Communities Of Colour
Coke criticised for exacerbating health issues in communities of colour, not to mention communities generally.
Ampol Completes Its Australian Return In New Campaign From Saatchi & Saatchi And iProspect
When it comes to brand loyalty to a petrol station, B&T chooses anyone with a Slurpee machine & Krispy Kreme cabinet.
