Change Gauge: 20 Key Marketing Moves

Search Firm Russell Reynolds Associates Highlights Key Trends and Exec Moves From the Third Quarter Exclusively for Ad Age

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Slow growth in the global economy continues to impact how companies think about marketing and sales leadership. Many are recognizing that chief marketing and sales officers are often the organizational catalyst behind growth, leading to an expansion in the scope and integration of these roles. Take HTC Corp. The mobile-phone company promoted Jason Mackenzie to the newly created role of president-global sales and marketing. In a statement, the company said he will be responsible for ensuring sales strategies and go-to-market execution are aligned as HTC expands globally.

It's a logical move, as CMO roles are, ultimately, about pursuing growth while enhancing a brand's image and improving its competitive position. Combining these responsibilities will drive commercial impact and ensure cohesiveness between marketing plans and sales execution.

In addition, as many companies look to emerging markets for growth, CEOs are bringing in marketing leaders with international experience. Virgin Group named Ian Rowden, an exec with experience in the Asia Pacific region, its new CMO. The company noted Mr. Rowden will be charged with driving international expansion, as well as focusing on fast-growing areas, such as Latin America. Likewise, Torsten Kuenzlen, the new chief marketer for Molson Coors International, is expected to use his experience as president-director of Coca-Cola's Indonesia business to aid in expansion into new markets.

Finally, some companies, notably advertising agencies, are embracing the CMO role for the first time. Erwin-Penland, a division of Interpublic Group's Hill Holiday, WPP's JWT, Omnicom's Rapp and independent Eleven are just a few of the shops that have recently appointed chief marketers. Nature's Variety and Bare Necessities also added CMOs for the first time.

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