Exclusive Interview with Brandman Raghunath and Andreas Vogiatzakis: "We are not lagging behind"

As marketing continues to evolve at speed, the conversation is no longer about isolated trends, but about how multiple forces are colliding to reshape the industry all at once.

In this exclusive interview with Marketing Magazine, we speak to Raghunath a.k.a. “Brandman”, curator of milestone brand marketing conference BRANDFEST, and Andreas Vogiatzakis, self-awareness leadership coach, TEDx keynote speaker, master NLP practitioner, and author.

Recently serving as judges for the CMO Awards 2025 Agency Edition, they offer two distinct yet intersecting lenses on where marketing stands today. Brandman examines the structural pressures facing today’s CMOs, while Andreas expands the conversation outward, pushing for a stronger sense of confidence and global ambition within the region.

Together, their insights converge on the realities behind AI’s growing influence and how it is materially changing workflows, decision-making, and the pace of execution.

What do you see as the biggest structural challenge facing the industry today?

Raghunath: The biggest challenge is that people’s attention is all over the place. Audiences are spread across many platforms, so it’s harder to reach them consistently or build a strong brand story. At the same time, there’s pressure to deliver quick results, which often comes at the cost of long-term brand building.

How materially is AI changing marketing and business operations today versus the hype around it?

Andreas: It is, really. Yet it is up to us to decide how. I have a choice to either create my training modules myself, or to ask GPT to do for me. That choice is mine, not GPT’s. And that’s where the truth will be, in the choice we decide to have and take. If technology will serve humanity of the other way around, it is our choice.

If you had to call it, what’s the next major inflection point for the industry?

Raghunath: The next big shift is AI becoming part of everyday marketing, not just something we experiment with. It will change how we get insights, create content, and run campaigns in real time. It also means faster execution and more personalized marketing — and those who can learn and adapt quickly will have the edge.

Where do you think the region is still lagging behind?

Andreas: Honestly, I dont think we are lagging. The creativity, the agility, the entrepreneurship,  and the eagerness to succeed is here loud and clear. Kiasu, we call it, yes? Love that concept. Believe it. And for that, perhaps an area we can up the game is assertiveness, and a higher self esteem and self confidence in our ability to compete in the global arena.

We can. We must. We have the power, the caliber, and all the in-between. And we need more leaders to step up and assume global roles and lead the way. In our connected and ever-changing world, impossible is a three-letter word: I.M.POSSIBLE. It is only a matter of belief.

How has the role of the CMO evolved in the last 5 years?

Raghunath: The CMO’s role has grown a lot. It’s no longer just about managing the brand — it’s about driving growth. Today, CMOs are involved in revenue, data, customer experience, and even technology. That means they need to balance creativity with clear business results more than ever before.

What’s one mindset shift young marketers need to make now?

Andreas: This is a hard one. For me it is the ability to choose the road less traveled. As the infamous poet Robert Frost said, two roads diverged in the woods, and I, I took the one less traveled by, and that made all the difference.

And so, for the young ones who are born with AI and tech in their DNA,  going back to the basics, using their mind and hands,  eating rather than taking for granted what’s created by AI, questioning what appears to be the truth, galvanizing their ability to differentiate between realm and fake, and think strategically,  logically, and get rooted in their emotions, as humans, not as tech, will be the challenge.

Emotional Intelligence is the 90% of successful leadership, according to Harvard research, and IQ the rest 10%. So then what do we choose to drive us to the future? EI or IQ? That’s a tough choice, and a choice that requires reflection. And by the way, this does not apply to the young ones only, it applies to EVERYONE if we want to succeed.