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Marketing2020 study

Marketing2020 is the most comprehensive global marketing organization initiative ever undertaken. Focused on identifying how business leaders can best align their strategy, structure, and capabilities, Marketing 2020 was built to benchmark and share best practices among over ten thousand participants that contributed from 92 countries.

The Marketing2020 fieldwork includes one hour vision interviews with over 250 leading CEOs, CMOs, agency heads and marketing thought leaders and an in-depth online survey with 10,491 contributors from 92 countries. O nline survey responses were analyzed on the basis of several business and marketing performance metrics

Over-performers are those respondents whose overall revenue growth over the last three years exceeded that of competitors. Marketing2020 was run in partnership with Kantar, the Association of National Advertisers (ANA), Spencer Stuart, Forbes, MetrixLab, and Adobe, as well as the World Federation of Advertisers (WFA) and its organizations in China, Brazil, UK, Germany, The Netherlands, Belgium, Turkey, and France.

The Marketing 2020 Advisory Board consisted of Keith Weed, Chief Marketing and Communication Officer for Unilever, Beth Comstock, CMO at GE; Antonio Lucio, Chief Brand Officer at VISA, Jon Iwata, SVP Marketing and Communications at IBM, Chris Burggraeve, Executive in Residence at NYU, and Rob Malcolm, Executive in Residence at Texas University

Discover more about the Marketing2020 study

Our perspective: The Ultimate Marketing Machine

In today’s evolving digital world, what marketing does has changed beyond recognition, but how the function is organized has not changed much. Looking toward the year 2020, many global marketing leaders are asking themselves how to ready their marketing organization to drive growth in a rapidly changing environment.

This Harvard Business Review cover story written by Kantar Consulting executives Marc de Swaan Arons and Frank van den Driest sets out how marketing strategy, structure and capability can be aligned to drive business growth. The article addresses key questions like:

  • What role should brands and marketing play?
  • How should the marketing department be structured?
  • How to build capabilities and equip marketers for success?
  • How to design total experience?
  • What are winning CMO leadership skills, competencies and behaviors?

Download HBR article

Marc de Swaan Arons Presenting Marketing2020 at Barclays