Marketing: CMO’s Must Evolve, BBH Zags

Study:CMOs Must Evolve to Meet New Marketing Challenges
The growing popularity of interactive tools such as wikis, blogs and social networks is giving customers the ability to engage with firms as never before, and global marketers need to put customers at the center of their operations to respond to this new and challenging reality, according to an study of global CMOs conducted by the Economist Intelligence Unit and sponsored by Google.
The report, “Future Tense: The Global CMO” (pdf), finds marketers are increasingly able to reach out to consumers at all points along the value chain, not just at the moment a purchase decision is made. Because of this, global marketing of the future must engage all corporate stakeholders with consistent, constant and accurate messaging. At the same time, it must encourage and be able to respond quickly to customer feedback and involvement, pulling stakeholders closer to the corporate brand.

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While Everyone Else in Adland Zigs, BBH apparently Zags
As the economic downturn worsens and agencies cut costs, Bartle Bogle Hegarty is doing something different: diversifying into products such as vegetarian meals and personal alarms. Through Zag, the agency’s brand-invention company, BBH’s London office is creating its own brands and bringing them to market with joint-venture partners. The idea is to identify “brand lag” — areas where consumers are active but there are few brands. Zag launched in 2006, headed up by former Unilever executive Neil Munn, and its first U.K. brands are launching just in time to bolster the agency’s growth. The agency recently opened a Zag office in New York.

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