Seismic shifts in the responsibility of the CMO and within the very nature of advertising and marketing itself, are transforming our industry’s landscape. With those shifts come challenges, competitors and opportunities. The marketing function is being transformed by a shift to Customer Experience (CX) and CMO’s will need new skills and capabilities in order to re-win their roles. With a changing definition of marketing and increased competition, many have said that agencies increase their focus on “creativity,” but that is only one of many strategic options available. The best strategies will enable agencies to the amplify the best of their DNA – capabilities that are potentially wider than just creativity.

Jack Skeels will present a summary of recent work performed with the 4A's that illuminates the ways agencies can adapt so as to engage more strategically with the brand organization, step into the C-suite, become a more dynamic partner for this new breed of CMO.