Welcome to the latest issue of R3LATIONSHIPS MONTHLY - our ongoing email update of trends and insights into the marketing industry
CMO Turnover Rate at Highest Level Since 2012
According to research from Russell Reynolds, an executive search firm, H1 of 2016 saw the most CMO departures since the study began in 2012. While all sectors were affected, the most volatile was retail, with nearly half of the 30 largest US-based retailers experiencing turnover. One of the most interesting trends revealed by the report centers around gender diversity, with 40% of new CMO hires being women. Several industries, including Financial services, are looking outside their sector for marketing executives, while other industries - like consumer and tech companies - tend to look for CMOs with previous industry experience.
To see the 4 major reasons why CMOs change jobs, click here.
Dior, Gucci Winning The KOL Game in China
In our most recent white paper, we analyzed data on more than 60,000 Key Opinion Leaders to find the 400 most influential bloggers and celebrities across China's key social media platforms, representing 25 fashion brands. The findings revealed that Dior, Gucci, and Chanel see the best return on their KOL investment in China, with Louis Vuitton, Givenchy, and Estée Lauder following close behind. Global superstars and local Chinese bloggers and celebrities are among the top influencers, with the likes of Taylor Swift, Fan Bingbing and Angelababy making the list.
In our fist New Business League of Q3, BBDO shot up from the 51st spot to number one on the creative table after winning the AT&T and DirecTV US accounts. Ogilvy and McGarryBowen both dropped down one spot to numbers two and three, respectively. On the media table, PHD held onto the number one spot, after winning the Volkswagen Global business. The biggest story of the month, however, is the number two agency, Hearts & Science - a media agency launched by OMG in April of this year - that beat out WPP to win the AT&T and DirecTV business. Havas Media rounds out the top three media agencies.
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.