While the convergence of marketing and comms has been underway for several years, the rate of chief communications officers with marketing oversight is up 35% since 2012, according to a new study by Weber Shandwick.
The study consisted of 10 telephone interviews with C-level execs responsible for integrating marketing and communications roles within their organizations. Those interviewed — dubbed chief communications and marketing officers (CCMOs or CMCOs) — were based in the United States, Europe and Asia Pacific.
“For some companies, the dual-structure of marketers primarily targeting customers and corporate communicators primarily targeting other stakeholders only adds an extra layer of complexity to an already highly fragmented media environment,” says Micho Spring, chair of Weber’s global corporate practice.
The findings also identified several accelerators behind integration: among the most prevalent were digital media, content creation and technology. Another factor, according to the study, is the interdependence between brand and corporate reputation.Last week, the Holmes Report reported that Twitter had named Gabriel Stricker chief communications officer, reflecting the consolidation of marketing and its media unit under his oversight. Featured image credit: Weber Shandwick