• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home News Media business

A strategic rudder for brands

The Media magazine asked top marketers: Is the role of chief marketing officer still relevant?

by Kerryn Greenleaf
September 5, 2024
in Media business
0 0
0
A strategic rudder for brands

Kerryn Greenleaf, brand director, Carling Black Label

Share on FacebookShare on Twitter

The role of the chief marketing officer (CMO) in today’s modern marketing world is to be the strategic rudder of brands, nurturing and directing the creative and innovative power of the team and agencies to continue the upward trajectory of the brand. 

There is a temptation for new brand and marketing managers to bring new thinking, new strategies, new platforms and ultimately, make their personal mark on a brand.

Yet the strongest brands we know have been built over time. They exhibit a dedication to evolving and elevating, while remaining unchanged in the way they connect with culture, customers and consumers over time.

While trends come and go, the way in which brands respond should remain in the same tone and with the same enduring purpose.

Nurture the brand

As brand leaders, particularly in brands that reflect and shape culture, it is our responsibility in our tenure to nurture the brand on its forward journey without changing its course.

With this tension for our teams to create a mark on the brand while remaining true to the brand DNA, the role of the CMO should be to harness the excitement and drive of the talent while directing this energy to make what the brand already does… but better.

As the key drivers of consistency, the expectation from agency partners is to hold the golden principles of the brand, even on new touch-points.

Strong agency partners

Creatives and strategic teams need to be brought on the journey with clearly defined guardrails and then be inspire to evolve and elevate the brand’s execution.

And with strong agency partners, the CMO should lay the challenge to ensure the collaborative efforts increase the impact and scale of the campaigns to make them work even harder for the brand.

In ABInBev, Carling Black Label is considered a ‘megabrand’ and its success story has been built on ‘mega consistency’. its key pillars have remained unchanged over the last 10 years, despite three brand directors over time.

The focus has been to refresh and evolve the pillars, so they continue to successfully engage our consumers in today’s world.

~ Kerryn Greenleaf is chief marketing officer of Carling Black Label


CLICK ON THE COVER TO READ THE MEDIA’S AGENCY ISSUE

Tags: AB InBevadvertisingbrandsCarling Black LabelChief Marketing OfficerCMOKerryn Greenleafmarketingmediarole of CMO

Kerryn Greenleaf

Kerryn Greenleaf is chief marketing officer of Carling Black Label

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?