Apple's Phil Schiller crowned Forbes most influential CMO in 2014

Apple's global product marketing leader tops the list for the third year in a row with a score three times higher than nearest rival, David Lauren

Apple global product marketing leader, Phil Schiller
Apple global product marketing leader, Phil Schiller

Apple’s Phil Schiller has again topped Forbes’ list of the world’s 50 most influential CMOs for the third year in a row.

The Apple marketing chief earned the top spot with a score three times higher than the list’s second most influential CMO, the executive vice-president of advertising, marketing and communications at Ralph Lauren, David Lauren.

Rounding out the top five are global CMO for the Chevy brand at General Motors, Tim Mahoney; Ford’s global marketing, sales and services chief, Jim Farley; and Hasbro’s global CMO, John Frascotti.

The Most Influential CMO list is produced by Forbes in partnership with analytics vendor, Appinions, and is based on an analysis of CMOs across the top 500 companies on Forbes’ Global 2000 Biggest Public Companies list.

Related: Forbes 2013 most influential CMO list

CMOs were judged on the impact of their thoughts and opinions through news articles, blogs and social media between 26 July and 14 October 2014.

In a statement, Forbes said Schiller’s win was proof of both the broad media interest in Apple, as well as a clear strategy to put his name and opinions in the press continuously. He was one of eight CMOs within the top 50 to register influential opinions and reactions more than twice a week and was given a boost by the recent launch of Apple’s new iPhone 6.

The report also noted the bottom half of the top 50 CMOs only registered influential opinions three times per month or less.

Technology was the industry most prominent across the top 50 list, accounting for 41 per cent of total influence with six CMOs listed. This was followed by automotive and apparel.

Read more: CMOs gain more revenue responsibility but still struggling to own customer conversion
10 leadership strategies every CMO should be embracing

The report also looked at the most influential brands across a range of hot topic areas. In advertising and marketing generally, the top five brands were Facebook, Samsung, Google, Apple and Red Bull, while for mobile marketing, top brands were Facebook, Google, yahoo, Twitter and eMarketer.

The most influential brands for big data were Amazon, IBM, Splunk, Intel and Verizon, while the most influential CMOs in this category were Amazon’s Ariel Kelman, Verizon’s Ken Dixson, Google’s Lorraine Twohill, AT&T’s David Christopher, and Cisco’s Blair Christie.

Top 10 CMOs
  1. Phil Schiller, EVP worldwide product marketing, Apple
  2. David Lauren, EVP advertising, marketing and communication, Ralph Lauren
  3. Tim Mahoney, global CMO for the Chevy brand General Motors
  4. Jim Farley, global marketing, sales and services chief, Ford
  5. John Frascotti, global CMO, Hasbro
  6. Kristin Lemkau, CMO, JPMorgan Chase
  7. Trevor Edwards, president, Nike Brand
  8. Beth Comstock, SVP and global CMO, General Electric
  9. Seth Farbman, global CMO, Gap
  10. Alain Visser, SVP sales, marketing and customer service, Volvo

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in