What the World’s Boldest CMOs Know – and What You Can Learn from Them
In an era defined by relentless digital disruption, economic uncertainty, and ever-evolving consumer behaviour, the role of the Chief Marketing Officer (CMO) has never been more critical—or more challenging.
Today’s CMOs must be visionaries, data scientists, storytellers, politicians, and cultural architects, all rolled into one.
They must not only understand what their brands stand for but also where they stand in the minds and hearts of their customers.
For those who dare to aim for greatness, the path to becoming the most sought-after CMO is both demanding and deeply rewarding.
1. Define Your Legacy Before It Defines You
The greatest CMOs don’t just manage brands.
They build legacies.
They think beyond quarterly earnings and campaign KPIs, focusing instead on the long-term cultural impact of their brands.
Take Unilever’s former CMO, Keith Weed, for example.
During his decade-long tenure, Weed championed sustainability, transforming Unilever into one of the world’s most purposeful and future-ready companies.
Under his leadership, the company’s Sustainable Living Brands grew 69% faster than the rest of the business and delivered 75% of its growth.
Weed’s legacy is not just about financial results, but about changing the very culture of marketing itself.
Closer to home, look at AirAsia’s Tony Fernandes, who, despite being a CEO, embodies many of the principles of a world-class CMO.
He redefined air travel in Asia, turning a small Malaysian airline into a global brand synonymous with low-cost travel, adventure, and bold marketing.
Fernandes’s relentless focus on customer experience, digital innovation, and brand storytelling has cemented AirAsia as a case study in brand building.
For CMOs in the region, the lesson is clear: if you want to be remembered, you must lead your brand to do the extraordinary.
2. Embrace the Power of Cultural Relevance
The best CMOs are cultural anthropologists at heart.
They understand that brands must speak to the moment while also anticipating the cultural tides that shape consumer sentiment.
Nike’s Colin Kaepernick campaign, with its bold stance on social justice, not only sparked conversation but solidified the brand’s cultural relevance among younger, socially conscious consumers.
The result is a stupendous US$6 billion increase in Nike’s market value within a few days of the ad’s release.
In Asia, brands like Tiger Beer have similarly harnessed cultural trends.
Tiger’s campaigns have championed Asian street food and local creativity, celebrating what makes the region unique while building deep emotional connections with its audience.
In Malaysia, the “Uncage” campaign resonated with younger consumers by challenging them to break free from conventions, reflecting a cultural shift towards individualism and personal expression.
3. Master the Art of Storytelling in a Data-Driven World
While data is king, storytelling remains the soul of great marketing.
The greatest CMOs are those who can humanise data, turning insights into compelling narratives that move markets.
Think of how Coca-Cola has mastered this art, blending data with storytelling in campaigns like “Share a Coke,” which used personalised bottles to connect with consumers on a deeply emotional level, driving a 2% increase in U.S. sales after years of decline.
In Southeast Asia, Grab’s rise from a local ride-hailing app to a super app is a testament to the power of localised storytelling.
By positioning itself as a champion of Southeast Asian pride and economic empowerment, Grab has become deeply woven into the social fabric of the region, reflecting its customers’ values and aspirations.
4. Build a Legacy of Innovation and Risk-Taking
The greatest CMOs are calculated risk-takers.
They know that playing it safe rarely leads to greatness.
Under Lorraine Twohill, Google’s CMO, the company has continually pushed creative boundaries, using cutting-edge technologies like AI and machine learning to craft personalised, emotionally resonant ads.
This approach has not only driven Google’s growth but has set the bar for what modern digital marketing should look like.
In Malaysia, brands like Petronas have consistently embraced risk and innovation.
Their iconic festive ads, known for their deeply moving storytelling, have become a cultural institution, demonstrating the power of emotional storytelling in a digital age.
5. Champion a Purpose Beyond Profit
Purpose-driven leadership is no longer optional.
It’s a prerequisite for building a lasting brand legacy.
Purpose-centric CMOs create brands that people not only buy from but also believe in.
Consider Patagonia’s Yvon Chouinard, who transformed his outdoor apparel company into a global symbol of environmental activism, even going so far as to commit all future profits to environmental causes in 2022.
This radical approach has only strengthened Patagonia’s brand equity, proving that purpose and profit can go hand in hand.
In Asia, Singapore’s DBS Bank has similarly adopted a purpose-led approach, positioning itself as a digital disruptor and a force for good through its ‘Live More, Bank Less’ philosophy, redefining what it means to be a financial institution in the 21st century.
6. Cultivate Agility and Resilience
The modern marketing landscape is unforgiving.
Crises are inevitable, and the ability to pivot quickly is a defining trait of the world’s greatest CMOs.
When the COVID-19 pandemic hit, businesses worldwide scrambled to adapt.
Those that thrived, like P&G and Nestlé, quickly retooled their marketing strategies to reflect the new realities of home-bound consumers and shifting purchasing habits.
In Malaysia, companies like Shopee adapted rapidly, turning challenges into opportunities.
By leveraging data and doubling down on e-commerce, they emerged from the pandemic stronger than ever, capturing market share and deepening brand loyalty.
7. Leave a Human Legacy
The greatest CMOs are remembered not just for the brands they built, but for the people they inspired.
They are mentors, culture creators, and champions of human potential.
They understand that their greatest asset is not just a great product or a clever ad, but a team of passionate, empowered marketers.
For those willing to take the plunge, the path to becoming the greatest CMO is not for the faint-hearted.
It requires courage, empathy, strategic vision, and a deep commitment to continuous learning.
But for those who dare to take this path, the rewards are immense—a legacy that transcends profits and campaigns, touching lives and reshaping industries.
Becoming the greatest CMO is a journey.
But for those willing to take the first step, the destination is nothing short of extraordinary.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
