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Roberts argues marketing has been replaced by creating, and the role of the marketer is no longer to build a brand, but to create a movement.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