From CMO in the 90s to CMO in 2024

How changing the rules of the game doesn't change the objectives, but rather the complexity of the terrain we operate in. The key to winning? Seeking allies.

Speaking of Biscuits… But first, let’s set the scene. Last week we were present for the pre, live, and post of Today is Marketing. Another year, ESIC University has trusted us with the organisation of this landmark event for Marketing professionals. And once again, in addition to the learnings we've drawn from organising the event to make it more attractive each year, we have gained many others valuable lessons from the interventions of the renowned speakers who participated.

Resuming the topic of cookies… Some comments on this matter at the meeting made us think. One of the speakers posed a question to the audience: “Do a CMO in 2024 have the same objectives as a CMO 20 or 30 years ago?.

A couple of decades ago, The scenario in which the CMO operated was different This is undeniable. In the 90s, Marketing directors executed a two-call strategy. One to the creative agency. Another to the media agency.

And it's that more than 20 years ago, YouTube or Spotify didn't exist, nor did TikTok. Platforms like AliExpress or Instagram, among many others, the game has changed.

Even, the traditional media, as the speaker explained, have evolved towards the new paradigm What digital spaces offer: television is oriented towards programming, out-of-home advertising has been digitalised, radio is moving towards streaming platforms, etc.

What do all these changes have in common? The date you provide. And the technologies which have emerged to manage it, over 11,000 were recorded in 2023.

So, let's revisit the question planned for the attendees of Hoy Es Marketing: Are the objectives of today's CMO the same as those of a CMO in the 90s? What's your opinion?

We We agree with the experts' answer: NO.

The new CMO has the same objectives: to make their brand more relevant, increase demand and sales, all while adhering to a budget., What has changed is the complexity of how we work to achieve those goals, they explained within the framework of the meeting, as if reading our minds.

These new challenges mean that a CMO has the obligation to to adapt to an environment that has changed, having to adapt to new techniques and changes.

What has changed our pace is technology. In the early days of internet democratisation, many relied on third-party cookies. But this has evolved… and a good CMO must adapt to this paradigm shift.

Do the keys For this? They were illustrated with six key points: accepting and embracing change, reviewing the technological ecosystem, complying with regulations, getting to know your customers through a strategy first-party data, To give something in return with a strategy zero-party data and evolve.

A well-thought-out plan, in our opinion. But the one who we would add a seventh axis: SURROUND YOURSELF WITH ALLIES.

We want to be. And we can be.. For over 20 years, we have been an active agent of the evolution that Marketing, Advertising and Communication have undergone since the dawn of this 21st century.

We were born as a web agency, with an omnichannel orientation. We have witnessed the technological explosion that the profession has experienced, and not only have we adapted, who we have driven it.

Somos españoles Ecosystem of strategy, creativity, and technology designed to unlock the full potential brands have to establish authentic connections with transcultural and multidimensional consumers. This way, we help the CMO achieve their objectives (brand, demand, sales) in the face of changing rules of the game, which they may not yet master.

We create ideas based on the knowledge and understanding of new cultural catalysts, constant experimentation with new trends, and the development of dynamic narratives that lead to inspiring brand experiences. We combine the talent of transdisciplinary teams with the power of data, technology, and artificial intelligence.

Ultimately, we are a model of liquid organisation prepared for the era of digital and technological disruption in which we live., capable of providing a global and, at the same time, hyper-specialised response to the challenges of any organisation who wants to conquer the future.

Do you want us as an ally?

Let's talk