MxMIndia

Category: ADVERTISING

  • The DDB Mudra group entity will now consolidate its media services under the OMD brand

    MudraMax is now part of OMD

     

    By A Correspondent

     

    It’s been discussed for a while in A&M circles. There is said to have been a loose arrangement already in existence. And now it’s official.

     

    Omnicom Media Group-owned agency OMD has entered into a partnership with Omnicom-owned DDB Mudra Group in India to consolidate its media services under the OMD brand. As per the agreement, the current media business of DDB (TV, Print, Radio, and Cinema and Digital) will get rebranded as OMD MudraMax. The consolidation will allow for operational synergy resulting in enhanced levels of client service excellence. The arrangement is effective immediately.

     

    Jasmin Sohrabji

    Commenting on the development, Jasmin Sohrabji, CEO India and SEA of Omnicom Media Group, said: “The combined power of the consolidation will add significant scale to our operations in India and help us to strengthen our offering for the benefit of our clients. DDB Mudra being a part of the Omnicom family is aligned to OMD’s culture which makes for a seamless transition. I am delighted to welcome OMD MudraMax into the OMD fold and confident that this partnership will help us navigate the complexity of the Indian market with ease, efficiency and solidify the presence of our network, here.”

     

     

    Sathyamurthy Namakkal

    Under the consolidation, OMD MudraMax will be headed by Sathyamurthy N P, Executive Director, DDB Mudra Group and President and Head DDB MudraMax, Media and function as an additional local brand in the OMD network with access to the network efficiencies, learnings and tools such as Vision (live operating system designed to drive business growth not just media results) of the OMD global network.

     

    “This is a great opportunity to create an integrated media brand to take on the expanding Indian market. The synergies of both the entities will allow room for further innovation in terms of ideas, insights and results leading to more meaningful brand and consumer connections. The OMD MudraMax team is looking forward to working with the OMD team to create a massive success story,” said Madhukar Kamath, Group CEO and Managing Director DDB Mudra Group.

     

    “Both regionally and globally – India is an essential market, in every sense of that word, and one which is continuing to evolve and grow at pace. Our evolution and growth as OMD in India likewise continues to gather momentum. With that in mind this partnership with DDB MudraMax will both add to our scale and further strengthen our presence, and I’m delighted that we can make this announcement,” added Stephen Li, CEO, OMD APAC.

     

  • Tomorrow Creative Lab is what former Grey NCD Malvika Mehra calls her all-new venture

    Malavika Mehra launches ‘Tomorrow’

     

    Sometime around mid-2015, Malavika Mehra called it quits from Grey. And we heard she’s starting something on her own. And when that announcement didn’t happen, we thought she’ll move to another agency.

     

    And then we waited. And waited. And waited.

    And there was no word. Nothing.

    Until Tuesday evening, we got this call. We cut the niceties to: okay, when… what’s it going to be called? Etc, etc.

    Tomorrow, she said.

    Huh?

    Ah, well, it’s called Tomorrow.

    What’s with these agency names these days: Scarecrow, Whyness, Sideways, Enormous…

    But MM’s Tomorrow is not going to be the typical agency.

     

    “A new world with fast evolving brand needs, calls for new thinking. And a fresh, nimble approach to building brands and businesses,” she said. After 22 years of building brands like Bingo!, Vodafone, State Bank of India and Reliance Telecom across Ogilvy and Grey (where she was National Creative Director for India operations), Mehra felt the need and saw the opportunity to stretch the canvas for a brand’s creative expression beyond ‘pure play advertising’. And while remaining firmly rooted to the ‘big brand idea’ (and ideals), bring serious design craft and technology to the forefront of brand building.

     

    And thus was born, Tomorrow Creative Lab. Incorporated in June 2016, but it’s just about set up office. “It’s going to be global collaborative creative hub,” Mehra told us. “And they are in the business of crafting brands for tomorrow, deploying the three most relevant creative tools of today. Design. Technology. Ideas,” she adds. Several big-name professionals have tied in with Mehra’s Tomorrow. “We call them ‘Friends of Tomorrow’,” she said.

     

    So what’s Tomorrow going to be doing today and tomorrow?

    Brand workshops (What they call hot-housing)

    Brand strategy and consultancy

    Product design and innovation

    Brand identity design (nomenclature, logo, brand systems, motion graphics)

    Packaging design

    Digital design (apps, portals, websites)

    Space and Installation design

    Editorial design

    Brand content

    Brand communication (film, print, the works)

    and any new creative expression the brand needs.

     

    An office has been taken in Bandra West. The agency will be fairly design-driven given Mehra’s background, and the work that she’s taking on is going to be diverse and much beyond the routine advertising types. The team is going to be small, and will add on as the agency grows.

     

    There  are some projects that Mehra already has on board. Like the Old Delhi Haveli project for Vivaana Hospitality which includes space restoration, interior design, brand story and brand identity design for a 150-year-old heritage spot in Chandni Chowk in Delhi. There’s Desi Deli, which will entail brand identity and space design for an eclectic café in Mumbai.

     

    Then there’s Mojarto, an NDTV venture where she has done the nomenclature and brand identity design for an Indian media television company’s online art platform and TV show.

     

  • Pradhan has in the past worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a Director with Curious Films

    Publicis Capital Delhi appoints Nitin Pradhan as Head of Creative

    By A Correspondent

     

    Publicis Capital Delhi has announced the appointment of Nitin Pradhan as Head of Creative. Pradhan has in the past worked with Mudra, Ogilvy, Leo Burnett, McCann, JWT and his last stint was as a Director with Curious Films.

     

    On his appointment, CCO & MD South Asia, Bobby Pawar commented: “I’m a firm believer that great work comes from a culture that is a greenhouse for creativity. It’s fragile and it depends on great leaders. I’m really excited about Nitin taking over the mantle of nurturing our culture, and the brands we work for and growing our reputation as creators of famously effective ideas.”

     

    Added Hemant Misra, CEO Publicis Capital: “I am really excited at Nitin’s joining, his width of experience is crucial for us to further add value to creative solutions for our clients. Nitin has proven leadership skills and I look forward to him further strengthening the talented creative pool we already have at Publicis Capital.”

     

    Said Pradhan: “Publicis Delhi has a great mix of high visibility brands and potential head turners in its kitty. The idea is to spot opportunities and help push the creative envelope so that it’s not just clients but people who talk about the work. Most by Advertise” href=”#10287426″> importantly, we need to make sure that each one of us has a great time doing that as a team.”

     

    An an alumnus of MICA, Pradhan has more than 15 years of experience and has to his credit many successful campaigns  like – KBC Season 2 : Umeed Se Dugna, KBC Season 3 : Kuchh Sawaal Zindagi Badal Saktey Hain, Amaron, Bank of India (Rishton ki Jamapunji campaign) Tata Sky and Tata Sky Plus (campaigns featuring Aamir Khan), Red Label & 3 Roses Tea, Ceat Tyres and Nestle Alpino among others.

     

  • Smaller juries will improve quality of discussion inside the jury room

    Cannes Lions announces changes to judging in 2017

    By A Correspondent

     

    Cannes Lions has announced changes to its juries. The size of the jury panels present in Cannes will be reduced by 92 members across the board, ensuring the highest standard of meaningful debate can take place.

     

    The first phase of the voting process for the Promo and Activation, Media and Direct Lions will now be completed in the weeks before the Festival by a shortlist jury. The jury members will be selected using the same process and criteria as the awarding juries and held to the same rigorous standards of neutrality and fairness, notes a communiqué. Jury panel sizes will also be reduced across the Film, Radio, Print & Publishing, Outdoor, Digital Craft, Creative Effectiveness and Mobile categories.

     

    “Protecting the integrity of the Lions is down to getting the right people in the judging room,” said Jose Papa, Managing Director of Cannes Lions. “Some juries have been much larger than others in the past as a result of the number of entries they have to judge – but it is the Titanium jury, of ten extremely well-qualified people, that is the gold-standard. After extensive consultation with previous jurors and the wider industry, we have concluded that we can reduce the number of jury members while still allowing them plenty of time to judge the work.”

     

    2016’s Titanium Jury President, John Hegarty, founder of Bartle BogleHegarty, commented, “I would rather be judged by fewer jurors who are more focused, more responsible and better qualified. Collective responsibility and the quality of discussion are lost if you have too many judges. Size is no guarantee of strength”.

     

    Added Philip Thomas, Chief Executive of Cannes Lions:  “The standard of judging and quality of our juries is one of the major factors that contributes to the longstanding value of Cannes Lions. Upholding the value of the Lion is paramount”.

     

  • Gozoop has bagged the full range of media duties, including digital and social, for stem cell banking company Cordlife India

    Gozoop wins digital duties for Cordlife India

    By A Correspondent

     

    Independent creative digital agency Gozoop has bagged the full range of media duties, including digital and social, for stem cell banking company Cordlife India.

     

    Commenting on the win, Ahmed Naqvi, CEO and Co-founder Gozoop, said: “Building on our global healthcare experience, we’re delighted to have been selected by Cordlife. We look forward to working with them on the evolution of their brand communications, and the growth of their business.”

     

    Added Upamannyue Roy Choudhury, CEO Cordlife India:  “Today digital technology has the potential to touch every facet of business and personal life, empowering them to make better choices and allowing people to spend more time on things that are more valued. We were looking for an agency that understands our sector and how effectively they can bring a digital transformation, Gozoop was a clear winner. Their team, values, innovative and strategic thinking, technology and most by Advertise” href=”#48929763″> importantly their dedication for the job makes Gozoop the suitable partner for us, and we look forward for a long and rewarding partnership.”

     

  • Leo Burnett India is the only agency in the APAC region to win at these Awards

    Leo Burnett wins big for OLX & Bajaj V at Epica Awards 2016

     

     

    Leo Burnett India has bagged India’s sole Gold at the 2016 edition of the Epica Awards, for its ‘Reuniting Memories from 1947’ (Dastaan) campaign for OLX. Additionally, its work for Bajaj V, ‘Sons of Vikrant’, bagged a Bronze. The Epica Awards celebrate work from advertising, design, media, PR and digital that has been chosen by renowned journalists from the marketing and communications fraternity across the world.

     

    Leo Burnett India is the only agency in the APAC region to win at these Awards. The work for OLX bagged the Gold under the ‘Native Advertising’ category, while Bajaj V’s campaign won for ‘Films & Series’. The wins have even played their part in helping Leo Burnett secure the coveted ‘Network of the Year’ title this year.

     

    The Epica Awards were established in 1987, and is the only award that is judged by marketing and communications specialist journalists from over 60 publications, including magazines and websites, globally. The prize attracts entries from over 70 countries, each year.  The ceremony was held in Amsterdam on November 17, 2016.

     

    Excited about the wins, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “The work for OLX and Bajaj is extremely close to our hearts. When we realised that OLX is the no. 1 marketplace for used goods in India and Pakistan, we saw an opportunity to help people reunite with their priceless pre-Partition belongings and memories. We received thousands of stories from both sides in no time. OLX India and Pakistan, along with Leo Burnett’s India and Pakistan offices, immediately got to work to tell these stories and make this happen. The result is for all of us to see.”

     

    “The work for Bajaj V was always a winner in our opinion, since the idea is so strong at its core. We documented history in four phases; spoke to war veterans and proud naval heroes of the INS Vikrant, and got them to relive their pride and sacrifices to us. The purposefulness and truth of both campaigns fit seamlessly with our HumanKind philosophy, and I am extremely happy that this work has brought in the accolades it deserves.”

     

  • The film throws light on this disturbing fact by showing a frighteningly painful story based on a real incident

    Dentsu One executes thought-provoking film on World Toilet Day

     

     

    Over 300 million women in India daily undergo psychological trauma of having to defecate in open fields. The film titled ‘Khushboo’ throws light on this disturbing fact by showing a frighteningly painful story based on a real incident that had happened in Jharkhand.

     

    Set in a rural India, on a wet, rainy dawn, the film shows a man putting his daughter to sleep. In the background, we hear the voice of the young daughter tell her father how he used to give her everything that she ever asked for, except for one thing that she had asked for as she grew older.

     

    She had begged and pleaded for it. She even gave up food. But the father refused to fulfill her wish, saying that he was saving money for her marriage.

     

    As the father’s gentle patting turns into repeated thumps, we realise all is not well. The girl’s voice finally says that while her father had put her to sleep always, this one time, she was going to sleep by herself.

     

    As we see the suicide note that she had left behind, we realise that the father had actually lost his mind and was patting his dead daughter all along. The father breaks down finally and starts crying bitterly while still thumping the shoulder of his dead daughter.

     

    As the camera pulls up we see the noose hanging from the fan and a lullaby begins to emerge in the sound of rain. To the haunting melody in the background, we learn that the girl Khushboo committed suicide because her father did not build a toilet in the house. We also learn how over 300 million women in India are going through similar trauma every single morning of their lives.

     

    The film directs the audience to visit the ProjectHers.com website and sign a petition that will influence the government to create a new law: If you have a house, you must have a toilet.

     

    Speaking about the film and the project, Titus Upputuru, the writer and director behind the film, said, “That a girl gave up her life because she did not have an access to a toilet was unbelievable. We went online and found many other cases where women give up their lives. That’s when we began this petition through Project Hers. While I know there is a lot of education that the government is doing about how everyone should use a toilet, the fact is about 60% of India’s population does not have an access to toilet facilities. This film and Project Hers attempts to address this issue.”

     

  • MICA, The Delhi School of Communication and Jamnalal Bajaj Institute of Management Studies emerge as winners at the first edition of ‘WAT’s your Big Idea’

    MICA wins WATConsult’s big ideas hunt

     

     

    Leading digital and social media agency WATConsult wrapped up the first edition of WAT’s your Big Idea (#WYBI) on Monday with 160 entries and more than 350 students participating across colleges. #WYBI was launched last month with the aim of providing a platform offering opportunities in the field of advertising and marketing.

     

    Students participated from leading educational institutes of India like MICA, SIMC, Amity University, XIC, IIMB, IIM (Indore), SP Jain, Jamnalal Bajaj NMIMS, MET, Jai Hind amongst others. The winning trophy was awarded to MICA, followed by Delhi School of Communications as first-runner up and JBIMS as second runner up.

     

    Each brand associated with the competition shared a brief with the students pertaining to its target audience. While Jack & Jones wanted ideas that helped them to get more footfall and sales, Radio Mirchi looked for ideas which would increased their website traffic and HUL’s brief was for Pepsodent, wherein participants had to use ‘smile’ in their communication. LYF wanted applicants to uplift their conversation and take it beyond mega-pixels and price, L&T Mutual Fund looked for ideas which create high level awareness and relevance in the mutual fund category amongst the Indian population and Warner Bros. India’s brief was around increasing social media engagement and tune-ins.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult said, “I would like to congratulate all the winning teams. It was great to see young talent present in front of a well-known jury. We received a tremendous response from all the colleges in our first edition and look forward to scale the next edition to greater heights.”

     

    Sharing his views, Ashish Bhasin, Chairman and CEO – South Asia, Dentsu Aegis Network said, “It has been a great experience judging WAT’s Your Big Idea. The millennial generation is truly digital savvy and we saw that in the innovative ideas presented to us today. The competition is also a great way to introduce fresh talent into our industry.”

     

    Kushagra Gupta from the winning team on his team’s big idea said, “Our idea is called #SeriouslyCasual. There is a notion attached with the narrative of casual that it is worn only on leisure days and not productive days. We had to hit on that idea and tap on it to change the narrative of casual that casual can also be used for doing serious work. You can to a board meeting wearing casual on a Monday as well. Your clothing does not define your productivity.”

     

     

    We want to make it bigger next year: Rajiv Dingra

     

    The ‘WAT’s Your Big Idea’ idea: I was at Cannes this year and I saw the Young Lions and felt that there is nothing like in India and I felt there is an opportunity to create an event that bridged the gap between institutes and brands and the world of advertising and digital advertising, that’s where we came up with this event. We are named WATConsult so the ‘Wat’ in ‘Wats your big idea’ is a brand play for us. Beyond that as we came up with the idea and we thought it sounded excellent and it would get people excited and that’s exactly how it did. Sometimes good ideas just need a small push and it snowballs into a big thing and that’s what has happened with this one.

     

    160 entries in the first year: That just shows that there is a huge gap in the market when it comes to the bridge between colleges and brands and the bridge between where they are at college level and they have a hunger to prove themselves and clearly brands also believe in the power of youth and freshness of ideas. They want different people coming and giving them ideas.

    We saw a lot of different entries in our first year itself. Of the 28 that got shortlisted, there were positive comments on more than 70% of them which also tells us that from a quality perspective they were fantastic and brilliant. The judges were not being lenient just because they are students, they gave a whole day to this event where they don’t give a whole day to an agency. Kudos to each of the institute for putting in the effort that they did and congratulations to the winner but overall I was happy with the way it turned out.

     

    Plans for the event next year: We want to make it bigger. We want to do a preliminary round in the colleges, start a little early than we started this year, try and widen our net and bring it down to 20-25 top-notch entires and possibly look at giving this a video platform either on digital or television so that this kind of idea and reality format can be taken to a bigger platform as well.

     

     

     

  • The campaign highlights the integral aspects of MIO and the consumable content designed by Razorfish, digitally to promote each trend before the audience on social media

    Razorfish promotes Sanctum’s mid-year investment outlook report

    By A Correspondent

     

    Razorfish India has designed the Mid-year Investment Outlook 2016 (MIO)  for  Sanctum Wealth Management – #SanctumOutlook2016, identifying and promoting trends across social media properties (Twitter, Facebook and LinkedIn). The campaign highlights the integral aspects of MIO and the consumable content designed by Razorfish, digitally to promote each trend before the audience on social media.

     

    Said Bharatesh Salian, VP & Head Strategy, Razorfish: “The goal was to transform the Mid-year Investment Outlook into consumable content for digital. We used social and display to promote each trend, individually, and direct users to the blog – where each trend was placed in detail. Intriguing creatives piqued audience interest and drove them in drones towards the website.” Added Shiv Gupta, Founder & CEO at Sanctum Wealth Management: “The Mid-year Investment Outlook drew upon a carefully curated selection of trends, assessed and presented with a view to help investors navigate a complex environment and achieve their financial objectives. In order for the Outlook to be disseminated in an effective manner, we took it digital through a differentiated strategy of making the content more consumable and discoverable. Going digital helped us bridge the connect with a focused target audience. It delivered high engagement figures, rendering the campaign one of the more successful ones for the brand.”

     

  • Liqvd Asia will be working with the founders and the marketing team of the brand on their performance marketing pie

    Rentickle.com appoints Liqvd Asia for digital performance

    By A Correspondent

     

    Liqvd Asia has bagged the digital performance marketing mandate for rentickle.com. An online shop, Rentickle.com provides furniture, appliance, and other home furnishing essentials on rents to its customer through attractive packages and deals.

     

    Said Vineet Chawla and Amit Sodhi, Co- Founders of the platform: “We have ambitious plans for rentickle.com. I am happy to have Liqvd Asia on board to help us in building our brand online. The team at LA is young, dynamic and enthusiastic bunch of people and I am looking forward to collaborating with them.”

     

    Arnab Mitra

    Added Arnab Mitra, Founder & Managing Director, Liqvd Asia: “Rentickle.com is a fascinating product and I am really excited to work with a brand which is bold in its offering and has a huge potential with the increasingly growing migrant working community in some of the key markets of the country.”

     

  • Brand veteran Anand Halve passes away

    By A Correspondent

     

    Anand Halve, co-founder, Chlorophyll, passed away earlier today. Said Kiran Khalap, MD and co-founder of Chlorophyll: “The Chlorophyll community grieves the untimely death of its cofounder, father of brand planning in India & friend to millions: Anand Halve.”

     

    In the industry since 1977, Halve, as  note on his website says had a left-brain that of a management professional, while his right-brain embraces shayari (Urdu poetry)

     

    A student of Pune’s Bishop’s School and the Indian Institute of Management Ahmedabad, Halve worked with Lintas and later Enterprise Nexus before co-founding Chlorophyll.

     

    This is what his profile on LinkedIn reads:

    :: IIMA postgraduate by education; brand consultant by profession; teacher at heart; and Hindustani poet in spirit. His journey as co-founder of chlorophyll brand & communications consultancy, Mumbai has been featured in the book on IIMA alumni entrepreneurs, ‘Stay Hungry, Stay Foolish’

    :: Continues to share his experiences and thinking on brands as visiting faculty at MICA (Mudra Institute of Communications, Ahmedabad), IIMA, and SP Jain Institute, Mumbai and through writings.

    :: His book ‘Planning for Power Advertising’ (2005) is teaching material in several management schools, Ê»adkatha: The story of Indian advertisingʼ (co-authored), was released at the AdAsia conference in Delhi in November, 2011. His latest book, ‘Darwin’s Brands’ was released in early 2012.

  • If growth targets are not met with, notes an Accenture Strategy report

    What makes CMOs the First in the Firing Line…

     

    Chief Marketing Officers (CMOs) currently have the deck stacked against them, according to new research from Accenture Strategy. Chief Executive Officers (CEOs) say that although around five C-level executives are responsible for driving disruptive business growth, the majority (37 percent) hold CMOs first in the firing line if growth targets are not met. Chief Sales Officers (34 percent) and Chief Strategy Officers (29 percent) follow closely behind. CMOs can take control of their destiny by leading the disruptive growth agenda. If they don’t, others will.

     

    The Accenture Strategy report, ‘The C-level Disruptive Growth Opportunity’, is based on the company’s annual CMO Insights report, which gauges the attitudes of 535 CEOs and847 CMOs from organisations around the world,on the opportunities and challenges impacting business growth today.

     

    “Organisations that rely on ‘growth by committee’struggle to achieve their targets.It breeds a C-suiteculture whereeveryone is responsible, yet no one is accountable – and onus unduly falls onto someone, usually the CMO,” said Robert Wollan, senior managing director, Advanced Customer Strategy, Accenture Strategy.“CMOs can take a greater role by actively driving the disruptive growth agenda and generating new value for the business. Such initiatives include developing ecosystems with non-traditional players, launching platforms that elevate current products into expanded service models for customers, and increasing revenue through next generation connected data monetisation – all of which CMOs are well positioned to do.”

     

    CMOs best placed to lead the disruptive growth agenda

    CMOs are seen as one of the likely leaders to take control of the disruptive growth agenda due to their unique positionof being in direct line of customers, prospects and the wider market, their access to digital levers and their focus on innovation.

     

    CEOs see CMOs as the primary driver of disruptive growth (50 percent), closely followed by Chief Strategy Officers (49 percent), and Chief Sales Officers (38 percent). The majority of CMOs (96 percent) also recognize the importance of disruptive growth to revenue potential, and another 75 percent believe they have a great deal of control over the disruptive growth levers in their company.

     

    Barriers to adopting a disruptive growth position

    However, many CMOs are not currently in a position to drive disruptive growth due to mindset and time. Only 30 percent of CMOs believe they are cutting-edge marketing innovators, and a little over a third (37 percent) of their time is currently spent on innovation.60 percent spend the majority of their time on traditional marketing initiatives, such as maintaining brand image, improving customer experience and loyalty. While evidently important, over half (54 percent) feel that a large portion of their marketing budget is being wasted and not delivering the results the business expects.

     

    “Never has there been a better time for CMOs toreposition themselves by taking control of the disruptive growth agenda. Such initiatives are often the most creative, have the biggest revenue potential and command strong leadership,”said Kevin Quiring, Managing Director, Advanced Customer Strategy, North America Lead, Accenture Strategy.“CMOs are well positioned to do so due to their experience of being brand guardians, which will help enable them to intuitively navigate new opportunities internally and externally, and identify new areas of growth.”

     

    Becoming a disruptive growth change agent

    CMOs that want to reach their potential and move into a disruptive growth role can do so by:

    1. Opening the door: The executive that can best articulate a disruptive growth strategy will be the defacto ‘Chief Growth Officer’. As many companies look to create this position, CMOs should be the one to step forward to create the platforms that will catapult their company forward into new business opportunities.

    2. Making priorities disruptive:While traditional marketing activities continue to be important, more focus can be afforded to driving disruptive growth initiatives that present higher revenue growth potential. Initiatives include launching new business models, developing new partnerships, and increasing revenues from data monetization.

    3. Accepting clear responsibility for disruptive growth: Establish the ‘Office of Disruptive Growth’. Marketing then becomes the epicenter of disruptive growth that moves their organisation to own a greater share of each customer, as well as fostering new customers.

    4. Paying attention to the evolving competitor landscape: Who your competitors were yesterday are not who they are today. Only 43 percent of CMOs believe defending their organisation against new competitors that have not traditionally been part of their industry is a priority to their organisation today. Organisations can avoid being disrupted, but only if they can see what’s coming.

    5. Becoming a new market entrant: Only 30 percent of CMOs say their organisation is moving into a different industry outside their traditional industry. Organisations that want to get ahead need to diversify their offerings and appeal to new audiences. CMOs have the opportunity to guide that process and identify the best fit.