Marketers embark on the post-optimization era

Looks at findings from the Make Change Real 2019 CMO Survey, which enumerates the obstacles that marketers face as their efforts to transform brands into engines for long-term growth are hampered by short-term planning cycles, shrinking budgets, and misaligned organizational structures.

It's a yawning chasm throughout the marketing terrain: 85 percent of CMOs believe that big, creative ideas that build brand and emotional connections are critical for future success — but just 54 percent say they can currently deliver on those capabilities. That's one of the key findings from the "Make Change Real 2019 CMO Survey," released last year by the Dentsu Aegis Network.

The survey, which took the pulse of 1,000 global CMOs, enumerates the obstacles that marketers face in the "post-optimization era," as their efforts to transform brands into engines for long-term growth are hampered by short-term...

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