Today¡¯s CMO is expected to wear numerous hats and orchestrate many moving parts- and as high turnover rates may indicate, filling the shoes of the CMO role today is not what it used to be. But the best marketers are the ones molding their role to play off their strong suits to complement the needs of the brand. Here are some of the common traits held among the CMOs redefining and adapting their roles to compete in today¡¯s complex environment:

  • Collaborative: Bringing a brand vision to life happens when the sum becomes greater than its parts. Only when there is a master collaborator at the helm can all functions of a brand work together to bring brand innovations to market.
  • Agile: living in the digital media and mobile phone age necessitates quick actions and sharp thinking- how are you leveraging dynamic consumer preferences to your brand¡¯s advantage in a strategic way?
  • Data-driven: Data can no longer be relegated to an isolated IT team- it is something that all marketers must become well-versed in as well. Brands now need marketing leaders who can distinguish the valuable information among big data and use it to fulfill the needs of consumers more effectively.?
To read more about what it takes to be a top CMO, click here.


We all knew China has a growing appetite for luxury, but how can a luxury brand stand out from its competition to win the Chinese consumer? There are plenty of cautionary tales to know that it takes more than just a foreign label and a price tag to succeed in the market. With more than 20% of global luxury demand slated to stem from China by 2015, how can a luxury brand succeed in getting a piece of the growing pie?

Here are a few keys to unlock China¡¯s growing luxury market:

  • China¡¯s e-commerce market is reaching new frontiers as luxury brands such as Lancome cut out third-party e-tailers to provide direct e-commerce brand sites. As China¡¯s e-commerce market continues to explode, the luxury brands that respond directly to consumer online shopping preferences will be the ones to build loyalty.
  • There may be new forms of social media sites cropping up daily, but pursuing all digital channels is not the key- the answer for luxury brands lies in choosing the right social platforms. Depending on the brand or campaign objective, weaving social touchpoints into the consumer journey can amplify your brand message and drive purchase intent. Building presence on more than five platforms, Dior and Hermes are good examples of prestige brands that are listening to and engaging with their consumers on a deeper level.
Read more here.


R3 is proud to be a partner of the EFFIES Award- a celebration of best-in-class marketing ideas that have reached a gold standard for creativity, innovation, and effectiveness. To learn more about the award and upcoming events, click here.



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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.
Through our regular "AgencyScope" research ,now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.

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