The Drum & ANA Launch ‘CMO Spotlight’ Series at ANA Masters of Marketing 2024

Featuring 10 on-the-ground interviews from the ANA Masters of Marketing 2024 conference in Orlando, Florida, the films provide in-depth insights into the evolving role of the CMO, technological advancements, and predictions for the future of marketing.

The Drum’s Editor-in-Chief Gordon Young joins reporter Audrey Kemp to lead discussions with marketing luminaries including Gülen Bengi, Global Chief Marketing Officer at Mars Inc., Michelle Froah, Global Chief Marketing and Innovation Officer at ETS and Nick Primola. executive vice president of ANA and director of the Global CMO Growth Council, among others.

Interviewees explore how the CMO Global Growth Council provides marketers with the tools and strategies needed to thrive in today’s rapidly evolving landscape.

A recurring theme in the series is the increasing role of the CMO. For example, Lara Vandenberg, founder and CEO of Publicist, emphasizes that CMOs have transitioned from functional leaders focused on branding and advertising to business-critical executives responsible for product development, sales, and revenue generation. “The CMO has gone from being a functional leader to a business-critical leader,” he says, noting that the rise of AI has accelerated this shift and expanded the skill set needed for success.

A key idea of ​​the series is the importance of curiosity and continuous learning in shaping the marketer of tomorrow. As Mars Inc.’s Gülen Bengi explains, “Marketers need to learn how to build iconic brands from the ground up… but also learn technology to bring it to consumers in a new way.”

His comments underscore the industry’s shift toward personalization at scale, where CMOs must master both brand fundamentals and technological advances.

AI is also taking center stage in many of the conversations as marketers grapple with how the technology will transform the industry while introducing new risks. Matt Wasserlauf, founder and CEO of Blockboard, urges the industry to stay abreast of new technological developments in light of the growing ad fraud risks presented by artificial intelligence and blockchain-based tools. “AI is taking hold and we are worried…that $22 billion in ad fraud could turn into $22 trillion,” he says.

His observations underscore the double-edged sword of AI in marketing, as the industry struggles to balance innovation with responsibility.

Looking ahead to 2025, those interviewed in the series predict that AI will increasingly intersect with media strategies. With connected TV and streaming platforms maturing, AI will increasingly drive growth and improve performance metrics across various media. As Wasserlauf points out, “AI will become part of all this.”

the whole series is available to stream nowwhich offers a comprehensive view of the trends that will shape the future of marketing and business in 2025 and beyond.

For exclusive quotes and real-time information from industry leaders, check out our Heard in the ANA Masters of Marketing articleperiodically updated with the latest news from the field.