June 04, 2019 - Gideon Spanier of CampaignLive writes: Mark Read has warned that chief marketing officers have become "too much" like chief communications officers because they have been focusing on communications and forgetting the importance of the wider marketing strategy.
The WPP chief executive was speaking to a roomful of marketers at the London launch of the Institute for Real Growth, a WPP-backed organisation that is developing ideas to drive business growth and cope with disruption.
"A lot of CMOs have become too much chief communications officers, not chief marketing officers," Read said. "Our job is to help to put the ‘market’ back into the word ‘marketing’."
Communications has an important role, but it needs to be "the right element" within the wider marketing mix, according to Read: "Marketing means: what markets are we in? What products do we offer? What prices do we do? How do we understand and anticipate consumers?"
It is "not just how do we communicate" brand messages, he explained. More...