MARKETING MASTERCLASS: Here’s how the top CMOs in the world are driving results

The $221 billion US ad industry is being upended by the rise of digital ad giants, fragmented consumer attention, and marketers’ ever-increasing pressure for results.
Business Insider regularly interviews the chief marketing officers leading some of the world’s best known brands through this challenging landscape.
You can read them all by subscribing to BI Prime.

Here’s a list of some of the recent chief marketing officer interviews published by Business Insider:

Bank of America‘s chief marketing officer Meredith Verdone on why the traditional agency operating model needs a face-lift.
Burger King global chief marketing officer Fernando Machado on why he doesn’t buy into the consulting firm hype.
Dunkin’ North American marketing chief Tony Weisman on how Dunkin’ gets its agency, consulting, and tech partners to work together.
GE‘s Linda Boff on why the company has started dipping its toes into programmatic advertising after avoiding it for years.
Hulu‘s Kelly Campbell broke down the platform’s pitch to advertisers, and explained how it differentiated itself from others.
Procter & Gamble chief brand officer Marc Pritchard on how P&G has overhauled how it works with agencies, reducing media waste by 20% and saving upwards of $1 billion in agency and production fees.
Kraft Heinz‘s global brand officer and US chief marketing officer Eduardo Luz explained why he’s still bullish on the Kraft and Oscar Mayer brands despite the company taking a $15 billion write-down on them.
Liberty Mutual chief marketing officer Emily Fink on how the company slashed its agency costs 30% by bringing 80% of its creative work in-house.
Mastercard chief marketing and communications officer Raja Rajamannar on how the brand uses data to inform its marketing, stays culturally relevant, and holds Facebook and Google accountable.
MedMen chief marketing officer David Dancer on the challenges of marketing marijuana and why education is a key pillar of its strategy.
Uber‘s first-ever marketing chief Rebecca Messina on how she is working to fix the dented brand.
Unilever chief marketing officer Keith Weed on how the company has proven the business case for operating sustainably.

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