Is marketing about to take its place at the boardroom table after years of complaint that it has only Cinderella status among the directors? In the first of a new series of surveys of the role of chief marketing officers (CMOs) in SA, the VML SA advertising agency has found that 40% of respondents now handle annual budgets of more than R50m. This, according to experts, is a 15%-20% increase over the past five years. VML CEO Jarred Cinman says: "We talked to the marketing heads of some of SA’s largest companies. The scale of their budgets is indicative of the value marketing brings to organisations and brands. "It also shows how marketers have evolved from managing the three Ps (price, place and promotion) to doing much more. Today they’re responsible for increasing sales, improving omnichannel customer experiences and reinventing the customer relationship through digital innovation." A leading fast-moving consumer goods marketing head concurs: "I think for the first time bean counte...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.



Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now