New Year. Same tendencies for trouble. Not a surprise. The lack of understanding of brands and the disregard for brand-building growth and maintenance principles continue to plague organizations, leading to unprofitable, short-term performance.
In December 2024, Omnicom merged with IPG, eliminating approximately 4,000 jobs. Among those displaced were hundreds of brand strategists who had spent their entire careers honing the art of positioning, differentiation, and cultural resonance. They didn’t lose their jobs because they weren’t talented or dedicated. They lost them because the infrastructure they relied on—the promise-making apparatus of the advertising age—collapsed from obsolescence.
There was a time in recent marketing history when the CMO’s role was to be the Chief Storyteller. Thankfully, those days are over. There are many who believe that during the “era” of creative titles for the CMO role, the CMO function suffered and still needs more corporate respect.
