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Assessing Current Industry Issues

and Inluencers.

This issue of The Internationalist touches on so many key topics—all relevant to

the business of marketing at this moment in time. Sir Martin Sorrell certainly sets

the tone as well all navigate an industry in the midst of dynamic change, while

my Perspectives piece also looks at emergent trends and the need for new business
models. Interestingly, Shenan Reed of MEC and Bob Siegal of KPMG both

introduce two important digital marketing issues. Shenan talks about the need

for speed and volume when considering the role of digital creative; Bob tackles the

C-Suite’s view of issues surrounding programmatic ad buying.

A feature on our growing initiative with the ANA—Marketing Makes a World of Difference—showcases

a dozen truly remarkable case studies that represent a revolution in marketing ideals. This is a

program of which I extremely proud, as over 20+ years I’ve tracked the progression of advertising from

“mass selling” to marketing programs that can make a difference on a variety of levels. Our simple

description of such programs is that they literally contribute to doing good, while they simultaneously
create deeper customer relationships, enhance brand growth, and demonstrate the importance of the

marketing function within the corporation.

These ideals, of course, include considerations of “purpose”—a word used so regularly now. However,

they also go beyond initial concepts of purpose, as the elements of sound business are very much

within their DNA. Although often “charitable,” these programs are not simply examples of charitable
giving. (Although, we of course applaud those who do make charitable giving a priority.) Again, these

business initiatives-- that emanate from the marketing department-- connect with customers’ signiicant

personal passions and drive brand revenue in the process.

Within this context, we also introduce 100 Marketing Inluencers who are rethinking many of these
very issues. You’ll recognize many new names and plenty from past years—although some may be

in different roles—as so many of our industry leaders are driven to provide consistent growth and

reinvention. Despite statistics about the longevity (or lack thereof) of most CMOs, we ind that the

people who love this industry are also committed to it for the long term-- while they still manage to

integrate hard-won lessons with a lexibility toward change.

We also revisit our list of 50 inspiring individuals within the Latin American region who are not only

today’s marketing leaders, but the people who are also shaping the region for tomorrow.

Finally, we also have a word of advice from the Asia Paciic area of the world through OMD’s Steve
Blakeman. He reminds us in his witty of our industry’s propensity to pontiicate: “It is
Commentary
better to keep your mouth shut and be thought a fool, than to open it and leave no doubt.”

I think I’ve said enough!

Deb Malone
Founder

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