CANNES\u2014A year after the Association of National Advertisers joined forces with the Cannes Lions festival to help \u201cmarketers take their industry back,\u201d they were back at Cannes to refine their priorities going forward. The joint CMO Growth Council initiative has boiled those priorities down to improving marketing academia, \u201cupskilling and reskilling\u201d marketing personnel and how to build a better CMO, says ANA President Bob Liodice.<\/p>\n

\u201cEverybody needs to grow. Everybody wants to grow. But if you read lots of reports, growth is substandard, is suboptimum,\u201d Liodice says in this interview with Beet.TV at the 2019 Cannes Lions confab.<\/p>\n

Before joining forces with Cannes, the ANA\u2019s Master\u2019s Circle<\/a> had already started to develop the Alliance for Inclusive and Multicultural Marketing and #SeeHer, whose goal is to improve gender equality.<\/p>\n

The three priorities that have emerged since then involve \u201creinventing the academic curriculum and marking students understand what the marketer career can be\u201d; upskilling and reskilling \u201cbecause most marketers don\u2019t have the skills to compete in this world\u201d; and how to build a better CMO.<\/p>\n

\u201cHow do you build a CMO that understands the wide span of responsibilities and understands what is necessary to develop their respective organizations?\u201d is the way Liodice explains it. \u201cIt\u2019s a very, very complex job and no two CMO\u2019s are alike. They\u2019re like fingerprints.\u201d<\/p>\n

Asked by interviewer Joanna O\u2019Connell<\/a>, VP and Principal Analyst at Forrester Research, how to balance \u201ctaking back responsibility as a marketer with the role of your partner ecosystem,\u201d Liodice cites the wave of change that has swept the marketing world.<\/p>\n

\u201cIt starts with a stake in the ground that says it\u2019s the marketer\u2019s agenda, it\u2019s the marketer\u2019s money,\u201d he says. \u201cAnd when the marketers win everybody wins. Because you generate more resources that can be distributed to the agencies, media publishers, consultants etc.\u201d<\/p>\n

Liodice<\/a> believes that in recent years, that vision had been lost \u201cor at least it had been muted and in some cases almost disintegrated. I\u2019d say over the past decade, that model had changed as the Googles and the Facebooks and the agencies all changed and totally disrupted what the ecosystem looked like.<\/p>\n

\u201cThe marketers became almost paralyzed, did not necessarily understand how to react as they were dealing in an increasingly non transparent world. And in that non transparency, their ability to navigate and make the ultimate business decisions to build their brands and businesses was frittered away.\u201d<\/p>\n

As Liodice was being interviewed, the CMO Growth Council was in the process of figuring out how to prioritize \u201cfour big buckets\u201d consisting of data, technology and measurement; brand innovation, creativity and experience; and talent, society and sustainability, which includes equality diversity brand purpose.<\/p>\n

You are watching Beet.TV coverage of the CMO Growth Council Summit in Cannes. This series is presented by Teads. For more videos from our series, visit this page<\/a>. Please find all our coverage from Cannes 2019 right here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014A year after the Association of National Advertisers joined forces with the Cannes Lions festival to help \u201cmarketers take their industry back,\u201d they were back at Cannes to refine their priorities going forward. The joint CMO Growth Council initiative has boiled those priorities down to improving marketing academia, \u201cupskilling and reskilling\u201d marketing personnel and how […]<\/p>\n","protected":false},"author":17,"featured_media":61091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8018,8019],"tags":[3851,5961,6296,7307,7588],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61089"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=61089"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61089\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61091"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61089"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61089"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61089"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}