ABA and propmark present ten professionals who stood out in the year with initiatives that had a positive impact on business and society
In a project carried out in partnership with ABA (Brazilian Association of Advertisers), propmark presents ten outstanding CMOs of the year. Among the criteria adopted by the entity to choose the best marketing executives in the Brazilian market, premises such as having an innovative, disruptive and creative outlook were considered. But today that alone is no longer enough.
The nominees are leaders who drive initiatives that contribute to sustainable business growth, which bring a positive impact to society, strengthening urgent agendas, such as diversity, equity and inclusion and environmental protection.
These CMOs delved into new trends, especially ESG and technological ones, such as artificial intelligence, without losing the human connection and the customer at the center of everything. They are leaders who used new technologies to improve their customers’ experience and create multisensory actions, who placed their brands in genuine connections with consumers, participating in their conversations and using these insights combined with innovation, technology and creativity to develop campaigns. , products or services with social impact. And all of this with a close eye on ethical and regulatory issues, such as the LGPD, explains Sandra Martinelli, CEO of ABA and member of the WFA executive committee.
In a scenario of digital transformation, with the incessant search for efficiency and better results, today many CMOs needed to unlearn to relearn a new way of doing marketing and advertising, highlights the ABA leader.
It is possible and necessary, yes, to learn and develop new skills, but given the trends that emerge day by day at lightning speed, they must also bring partners that disappear. It’s not easy, especially since, with all these challenges, they still have to constantly reevaluate their positions, resulting in less and less time in companies, points out Sandra.
According to a study by the American consultancy Spencer Stuart, in 2014, the average length of stay of a CMO in the position was three years (36 months), today, this period is 28 months, or two years and four months.
Human skills expected of a marketing professional, such as communication, influence, innovation and creativity, added to new exact skills with a holistic view of data, statistics and technology, such as artificial intelligence, have been shaping communication strategies at an accelerated pace.
Furthermore, marketing is increasingly complex, with constant changes in the way consumers behave and interact with brands and it is necessary for marketing leaders, in addition to being adaptable, disruptive and challenging the status quo every day, to do make this brand-consumer communication relevant to gain their attention in a fast-paced and hyperconnected world, where we are constantly bombarded by an excess of content, brands and advertising, highlights the executive.
In the opinion of the ABA CEO, the most complex agenda at the moment is DE&I. In the 2023 DE&I Census, from the WFA (World Federation of Advertisers), one of the most striking data is that 18% of respondents indicated that they will probably leave the sector based on a lack of inclusion and diversity. This number rises to 24% in the case of ethnic minorities and PWDs. This reflects that it is not enough to hire diverse people if there is no culture of inclusion in companies and a warning sign for a sector that by nature has a more open stance, and whose success depends on the contribution of minority groups.
Read the full article in the November 13, 2023 edition
