CMOs are closing out one other 12 months outlined by churn and shifting floor. With the tempo lastly easing, they’re taking a second to evaluate the pressures, priorities and swings that may set the tone for the 12 months to come back.
Under is how their outlook stacks up, specified by clear, graphic element.
The perennial hole between CMOs and CFOs
It’s a well-recognized rigidity, and one which refuses to fade. Solely 21% of the 167 entrepreneurs surveyed within the U.S. and Canada by Perion and Advertiser Perceptions mentioned they had been aligned with their finance groups on budgets and metrics. The quantity underscores why advertising nonetheless struggles to shed its status because the delicate self-discipline within the C-suite. Sure, there are pockets the place it carries actual weight — assume Unilever, Procter & Gamble and Coca-Cola — however these stay the exceptions moderately than the norm.
Proceed studying this text on digiday.com. Join Digiday newsletters to get the newest on media, advertising and the way forward for TV.
