Touching on topics ranging from the role of AI in the industry to media strategies and the chief marketing officer’s ever-evolving role, ‘CMO Spotlight: Trends, Tactics & Tomorrow’ offers essential insights for marketers looking to navigate the future.
Today, The Drum, in partnership with The ANA’s Global CMO Growth Council, has launched an exclusive video series titled ‘CMO Spotlight: Trends, Tactics & Tomorrow.’
Featuring 10 on-the-ground interviews from the 2024 ANA Masters of Marketing conference in Orlando, Florida, the films provide deep insights into the evolving role of the CMO, technological advancements and predictions for the future of marketing.
The Drum’s editor-in-chief Gordon Young teams up with reporter Audrey Kemp to lead discussions with marketing luminaries, including Gülen Bengi, global chief marketing officer at Mars Inc., Michelle Froah, global chief marketing and innovation officer at ETS and Nick Primola, executive vice-president at the ANA and head of the Global CMO Growth Council, among others.
The interviewees explore how the Global CMO Growth Council empowers marketers with the tools and strategies needed to thrive in today’s rapidly evolving landscape.
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One recurring theme in the series is the expanding role of the CMO. For instance, Lara Vandenberg, founder and CEO of Publicist, emphasizes that CMOs have transitioned from functional leaders focused on brand and advertising to business-critical executives responsible for product development, sales and revenue generation. “The CMO has moved from a functional leader to a business-critical leader,” she remarks, noting that the rise of AI has accelerated this shift and expanded the skill set required for success.
A key insight from the series is the importance of curiosity and continuous learning in shaping the marketer of tomorrow. As Gülen Bengi of Mars Inc. explains, “Marketers need to learn both how to build iconic brands from the foundation… but also learn technology to bring it to the consumers in a new way.”
Her comments underscore the industry’s shift toward personalization at scale, where CMOs must master both brand fundamentals and technological advancements.
AI also takes center stage in many of the conversations as marketers grapple with how the technology will transform the industry while introducing new risks. Matt Wasserlauf, founder and chief executive officer of Blockboard, urges the industry to stay abreast of new technological developments in light of the growing risks of ad fraud presented by AI and blockchain-based tools. “AI is now taking hold, and we’re worried…that $22bn in ad fraud could become $22tn,” he says.
His observations underscore the double-edged sword of AI in marketing, as the industry strives to balance innovation with accountability.
Looking ahead to 2025, interviewees in the series predict that AI will increasingly intersect with media strategies. With connected TV and streaming platforms maturing, AI will increasingly drive growth and improve performance metrics across various media. As Wasserlauf notes, “AI will become a part of all of this.”
The entire series is available to stream now, offering a comprehensive look at the trends shaping the future of marketing and business in 2025 and beyond.
For exclusive quotes and real-time insights from industry leaders, check out our Overheard at ANA Masters of Marketing article, updated regularly with the latest from the ground.
