It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
The second edition of a study conducted by Appinions on behalf of Forbes has dubbed Apple's chief marketer, Phil W. Schiller, the world's most influential CMO. The first edition of the study likewise had Schiller in the number one spot.
Schiller is Apple's senior vice-president of worldwide marketing, re-joining the company in 1997. During his time at Apple, the company has released its most disruptive products, including the iPod, the iPhone, the iPad and iTunes, as well as changed its name from Apple Computer, Inc. to Apple Inc.
The Second Annual CMO Influence Study surveyed 60 days of data between late July and late September this year, focussing on the top 500 companies in Forbes' Global 2000 Biggest Public Companies List.
Samsung's Younghee Lee, Nissan's Andy Palmer, Ford's Jim Farley and Microsoft's Tami Reller rounded out the top five.
Mark Buckman, chief marketing officer and executive director, digital content services and IPTV, at Telstra came in at number 66 on Appinion's list.