Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

"The biggest contributor to the gap...[between CEOs and CMOs] is if CEOs perceive, treat or position marketing as a collection of activities, as opposed to an end-to-end view of how they...help the company win."

-Rick Lenny, CEO, The Hershey Co., speaking at the 2006 Spencer Stuart CMO Summit in Chicago, May 2006

"It's very important to Hershey that the CMO is not just a functional marketing job. Clearly it's a thought leader around marketing and the customer proposition - and it's a general management role. Rick [Lenny] drives the functional agenda, and the CMO has a key role in enabling that agenda."

-Michele Buck, CMO, The Hershey Co., on CEO/CMO strategic alignment, as addressed in 2006 Spencer Stuart CMO Summit survey findings
Most Popular
In this article: