Features

‘Marketing is dead’: Kevin Roberts on the role of the marketer

Former global Saatchi & Saatchi boss, Kevin Roberts, is convinced marketing, and in particular the chief marketing officer (CMO) role, is ‘dead’ – and while companies including Coles and Seven have re-worked the title, they’re still missing the point.

Lauren McNamara

October 18, 2023 9:47

Roberts argues marketing has been replaced by creating, and the role of the marketer is no longer to build a brand, but to create a movement.

Roberts spoke at the World Business Forum in Sydney last week

“If you’re the chief marketing officer, that’s a dreadful kind of thing to be, because it’s got much more exciting and much bigger than marketing,” Roberts says.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.