Marketing has never had more influence over how companies engage with consumers, but according to Florian Haller, many business leaders still underestimate its role.
Speaking to Euronews just after the inaugural European CMO of the Year Awards in Cannes this week, the CEO of Serviceplan Group said marketing has evolved far beyond traditional advertising.
"We are now responsible for the whole customer journey," said Haller.
The awards, launched with the support of Serviceplan Group alongside the Cannes Lions International Festival of Creativity, is a new accolade aimed at recognising the continent's most influential marketing leaders.
This year's inaugural winner was Julia Goldin, Chief Product and Marketing Officer at the LEGO Group. She was selected from a shortlist of 28 other CMOs, from household giants like LEGO, Ferrari, Coca-Cola and L'Oréal.
