With macroeconomic pressures forcing an industry obsession with ROI\u2014and with chief marketing officers\u2019 tenure growing ever shorter\u2014innovative, risk-taking marketing campaigns are usually the first symptoms of tightened budgets. But the risk-versus-reward calculations of such campaigns can generate trepidation among brand leaders, and for good reason.<\/p>\n
The reality of virtually any industry is heavily influenced by the state of the economy overall. When interest rates and customer spending are trending positively, it\u2019s reflected in the microbusiness environment, but marketing and advertising may be the most vulnerable to economic fragility. <\/p>\n
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Creativity in an age of fear. Coaching clients, partners and internal teams in dealing with a fear of creative risk. <\/p>\n
\u201cCMOs can\u2019t control macroeconomics in most cases, but they can control how they navigate uncertainty, and the partnerships and knowledge they cultivate,\u201d said List member W. Joe DeMiero, U.S. CEO of Universal McCann. \u201cThis includes putting in place the tools and processes to ensure adaptive capacity to test and learn, and prioritization around experimentation to test new models.\u201d<\/p>\n