Dossier
budget allocation
Coverage of budget allocation in the Nexus archive.
Cannes Lions International Festival of Creativityorganization1Gartnerorganization1Forresterorganization1Spencer Stuartorganization1UPSorganization1Reckittorganization1Ryan Dulleaperson1Mélanie Brinbaumperson1Tim Ellisperson1National Football Leagueorganization1Nestlé Europeorganization1AItopic1C-suite rolestopic1
- The new CMO playbook: how marketers are balancing broader remits and tighter budgets
Marketing leaders are expanding beyond traditional ad creation to roles involving AI, community building, and culture shaping, despite flat budgets. CMO representation in the C-suite is declining, with companies like UPS and Reckitt merging marketing roles with commercial functions. Research shows 46% of marketing and finance decision-makers link marketing value to profitability and revenue growth.