{"id":63395,"date":"2025-02-02T02:28:01","date_gmt":"2025-02-02T02:28:01","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/will-a-rebrand-of-the-cmo-create-a-better-balance-between-brand-and-performance-marketing\/"},"modified":"2025-02-02T02:28:01","modified_gmt":"2025-02-02T02:28:01","slug":"will-a-rebrand-of-the-cmo-create-a-better-balance-between-brand-and-performance-marketing","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=63395","title":{"rendered":"Will a ‘rebrand’ of the CMO create a better balance between brand and performance marketing?"},"content":{"rendered":"


\n<\/p>\n

The pendulum is starting to swing back to brand and a rethink of the traditional CMO-based marketing model.\u00a0<\/p>\n

Marketing organizations within major brands are recognizing the damage they can do to their brands<\/a> if they focus too much on performance marketing and too little on brand marketing. Marketers, agency execs and consultants said there\u2019s a noticeable shift when talking to brand marketers \u2014 not only CMOs but those with the various titles that have started to replace the CMO title \u2014 where it\u2019s clear that care for brand as well as performance is more apparent.\u00a0<\/p>\n

\n

That overall shift may be part of the thinking for some companies as they reorganize their marketing departments. Last week, for example, Kimberly Clark announced a new addition to its roster of marketing professionals: Luis Sanches joined as the company\u2019s first global chief creative and design officer working under the company\u2019s chief growth officer, Patricia Corsi. The company has moved away from the traditional CMO model with Corsi replacing its previous CMO Alison Lewis last spring.\u00a0<\/p>\n

Kimberly Clark is \u201cbuilding a new model centered on market-leading creative,\u201d said Corsi in the company\u2019s release, which also noted that as chief growth officer Corsi \u201cpositions creativity at the center of all stages of the process.\u201d (The company declined to comment beyond its release.)\u00a0<\/p>\n

The company\u2019s addition of a chief creative and design officer is another signal that the pendulum is swinging back to brand, explained marketers, agency execs and consultants.\u00a0<\/p>\n

\u201cThe elevation of creativity in a marketing C-level title shows new demand for a senior leader focused on outcomes like loyalty, relevance, and authenticity in the age of AI,\u201d said Dory Ellis Garfinkle, chief marketing officer at brand consultancy Siegel+Gale. \u201cThe separation of performance and design in instances like Kimberly-Clark may mean we will see a \u2018rebrand\u2019 for the brand departments of yesterday.\u201d\u00a0<\/p>\n

Ellis Garfinkle continued: \u201cAny stigma of being a cost center could be reformed, and mature businesses have an enlightened awareness of performance marketing as one lever within the mix. The marketers and brand leaders of tomorrow will drive value through effective creative content and brand governance, multichannel efficiency and enduring customer trust and loyalty.\u201d\u00a0<\/p>\n

The remit of the CMO role has only continued to expand so finding a way to divide duties and recognize the importance of brand while continuing to manage performance makes sense to consultants. The expectation is that the CMO role will continue to evolve with the potential for more brands to reorganize like Kimberly Clark with a chief growth officer and chief creative and design officer. Or chart out their own path to divide the labor in a way that makes sense for their organization.\u00a0<\/p>\n

\u201cAs the scope of marketing continues to expand to include capabilities in relatively new \u2014 and specialized \u2014 areas like AI and retail media networks, some brands find it a challenge to centralize all that into one role,\u201d said Greg Paull, president of growth at search consultancy R3. \u201cHow a brand addresses the CMO model tells us what they perceive are key growth drivers. The leadership roles and titles tell us where they want to define themselves and the lens that their marketing is being viewed through. We will definitely see more variation in the future.\u201d\u00a0<\/p>\n

The hope is that the variation will allow marketers \u2014 CMOs or whatever the title may be \u2014 to continue to swing the pendulum back to brand and ultimately balance brand and performance. \u201cThey\u2019ve always been seen as combative forces between the magical and the measurable,\u201d said Chris Plating, chief strategy officer at ad agency EP+Co. \u201cNeither is going away. The humanity of marketing is essential as is the measurability of impact to shareholders, to internal audiences.\u201d Finding a balance for both to work together will only better serve marketing organizations in the future, explained Plating.\u00a0<\/p>\n

The focus on performance marketing that has been common in recent years wasn\u2019t surprising to marketers, agency execs or consultants who say that the volatile market had companies zeroing in on profit, performance and driving whatever efficiencies they could for their brands. Doing so likely helped them in conversations with chief financial officers and other C-Suite executives who still view marketing as a cost center.\u00a0<\/p>\n

\u201cCMOs have had a really tough path of doing more with less,\u201d said Kate Watts, CEO of brand consultancy 50,000feet. \u201cThat meant emphasizing product marketing, performance marketing. That\u2019s a short-term focus that they\u2019re now seeing isn\u2019t always beneficial. Now that we\u2019re in a less volatile market, we\u2019re realizing the power of good creative, design, brand and experiences.\u201d\u00a0<\/p>\n

This push for CMOs to do more with less that\u2019s been on-going can lead to short-term thinking that can ultimately be damaging for brands in the long run. Marketers are having to relearn patience, as Digiday previously reported<\/a>, as they see examples of brand behemoths like Nike who may have gone too far into performance and neglected the brand for short-term gain. Recently there seems to be \u201cmore of an emphasis on the need for full funnel marketers and storytellers,\u201d noted Michael Miraflor, marketing and venture consultant at Third City Advisory.\u00a0<\/p>\n

\u201cMarketers lost sight of what differentiates them inside the board room from the COO or the CFO in many ways,\u201d said Dave Snyder, partner and head of design at innovation consultancy Siberia. \u201cIt has felt like there\u2019s a redundancy on the number side and a vacuum where the customer should be. Creativity builds brands and that\u2019s what resonates with consumers.\u201d<\/p>\n

As marketing organizations rebalance the scales between performance and brand, that will likely help them build their brands for the long run.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

The pendulum is starting to swing back to brand and a rethink of the traditional CMO-based marketing model.\u00a0 Marketing organizations within major brands are recognizing the damage they can do to their brands if they focus too much on performance marketing and too little on brand marketing. Marketers, agency execs and consultants said there\u2019s a […]<\/p>\n","protected":false},"author":1,"featured_media":63396,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[959,374,29220,12856,7957,34637,8402,5786,19416],"dealstore":[],"offerexpiration":[],"class_list":["post-63395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-balance","tag-brand","tag-brands-in-culture","tag-cmo","tag-create","tag-evolving-agencies","tag-marketing","tag-performance","tag-rebrand"],"yoast_head":"\nWill a 'rebrand' of the CMO create a better balance between brand and performance marketing? - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=63395\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will a 'rebrand' of the CMO create a better balance between brand and performance marketing? - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The pendulum is starting to swing back to brand and a rethink of the traditional CMO-based marketing model.\u00a0 Marketing organizations within major brands are recognizing the damage they can do to their brands if they focus too much on performance marketing and too little on brand marketing. 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