IAG CMO reflects on toughest parts of the marketing leadership job
Brent Smart highlights ongoing commitment to brand building Brent Smart
Long-term brand building and distinctiveness are the hardest things for today’s chief marketing officers to accomplish, IAG’s Brent Smart says.
Speaking at today’s Future of TV Advertising event in Sydney, the insurance giant’s CMO said his experience as a marketing leader over the last four years has taught him just how hard it is to stick to your guns on long-term brand building while in the job.
“It’s because it is so easy to react and focus on a bunch of short-term tactics that enable you to have a great meeting with your boss on ROI, and because of the quarterly cycle of a listed company,” Smart told attendees. “It’s hard to get a whole corporation to be patient to allow brand building to do what it does.”
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