Op-Ed

In the age of rapid change and digital disruption, transparency between brands and their audiences is increasingly important. Exposure for scrutiny is high and brands are far from exempt.

As was true with most jobs in the creative industries in the last decade, the role of the CMO has been wholly transformed by what many have called one of the most significant disruptors in our recent history — the digital revolution.

For each of the last four years, brands have increased their spending in digital by double-digit percentages, while their overall marketing budgets have stayed roughly the same. As a result, you might think we’re seeing a gradual, happy transition from old-school advertising to the new kid on the block.