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September 2013

[Highlights] It is no longer possible to run the business of marketing without technology. Which is why the need for the chief marketing officer and chief information officer to be closely aligned is becoming an increasingly pressing issue for many client organisations.

CMOs, CIOs forge a culture of collaboration

It is no longer possible to run the business of marketing without technology. Which is why the need for the chief marketing officer and chief information officer to be closely aligned is becoming an increasingly pressing issue for many client organisations.

At the heart of the matter is data and digital technology. But closing the gap between marketing and information technology is not that simple. Our cover story—which investigates the changing role of the chief marketing officer and how marketers can create stronger partnerships with chief information officers—points to the creation of a culture of collaboration in organisations in which both sides work towards goals that take into account both marketing and IT interests.

The article finds that a lack of collaboration between CMOs and CIOs is hindering companies’ ability to produce effective multichannel marketing. Accenture’s recent The CMO-CIO Disconnect study supports this further, noting that just one in 10 CMO and CIOs believe that they are currently collaborating with each other at the ‘right level’ required to seize the opportunities offered by digital technology. The problem for marketers is that while there is no shortage of data these days, finding the right data, analysing it, getting it into the right hands for more effective consumer engagement is a challenge that many companies have yet to overcome.

And with so much complexity, new systems and technology out there, it is no surprise that many CMOs feel somewhat unprepared to make some of the choices and set the strategic direction required to make effective marketing technology decisions. That is where the alignment between the CMO and CIO becomes critical in navigating the complex and rapidly changing landscape of emerging digital technologies and tools.

Next month, look out for a very special edition of Campaign Asia-Pacific as we celebrate ‘40 years of media and marketing in Asia’ and take a peek into the industry’s future. Visit us online at 40th.campaignasia.com.

CONTENTS

4  Inbox
Letters, blogs, campaignasia.com’s top 10

6 The Month
Instant news round-up

10 The Rankings
Business performance update

12  The Big Picture
Marketers look to spend more online

14  Insight/Advertising
Agencies are mobilising brands by funding innovative ideas
Hakuhodo’s Woon Siew Hoh reflects on the right place to shine
Craig Davis on ideas

18  Insight/Marketing
CCOs bring a customer-centric approach to Asia’s boardrooms
Red tape keeps foreign multi-brands away from India’s retail market
Kanebo left red-faced after recall
Is client conflict really a problem?
Adam Morgan on insight

26  Insight/Media
Cross-platform metrics come to APAC
ZenithOptimedia’s new regional chairman
Experimental media not a gimmick
There’s room for all sizes at negotiations
Marcel Fenez on media

34  Insight/PR
Magnetism makes content stick
Cindy Gallop on influence

36  The face behind the brand
Adidas’ Colin Currie outlines his gameplan for winning market share in Greater China

38  CMO/CIO
Marketing and technology roles are becoming more intrinsically linked

42  Spikes Asia
Festival guide, new creative processes, and what the judges are looking for

52  The Atifa Silk interview
Unilever’s Keith Weed and Luis Di Como discuss always-on consumer engagement

56  China Report
Brands finally realising mobile’s potential

50  Asia’s Top 1000 Brands
China briefing stirs up localisation debate

54  The Work
Latest ads reviewed

56  Improve your career
Jeremy Bullmore, plus latest industry jobs

58  Offline
Gossip, party pics and Google types

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