The Every Friday, The Big Smoke looks at industry news curated by MediaScope. This week, we look at the most influential CMO’s wonder if gender-focused media will ever die.




World’s most influential CMOs (Jennifer Rooney – Forbes)

As CMOs increasingly assume responsibility for driving not just brand but business growth, they have an unprecedented opportunity to affect revenue and customer experience. They are gaining influence inside company walls, in the C-suite and in the boardroom. But they also are becoming more visible and accessible corporate leaders outside of their organisations. Breaking through a noisy, fractured media landscape as thought leaders and influencers around not just their own companies’ products and services but also around a range of business and marketing topics, topics about which they feel personally passionate, has become a new expectation. And their personal brands play an important role in shaping the overall perception of the corporate brand.


Marketing Week’s 2017 100 disruptive brands (Russell Parsons – Marketing Week)

A list of 100 young brands that could be disrupting your world. Intended as a resource of insight and inspiration, the companies chosen are innovative in their use of technology, imaginative in adapting to societal shifts and employ structures and models that break convention.


Will gender-focused media ever be obsolete? (Chris Sutcliffe – Media Briefing)

Notions that men and women are two discrete sections of society are still readily apparent in how magazines genres are segmented and how audiences are bought and sold in advertising. But how likely is that to change, and will media that focuses on one gender ever become obsolete? At a debate organised by The Drum a few weeks back, representatives of publishers with different gender demographics discussed the topic. Moderator Jess Goodfellow began by asking whether recent events have thrown the gender divide into starker contrast, and whether gender-oriented magazine brands have seen greater engagement levels as a result, “or is servicing only one gender only one part of the problem?”


State of the News Media 2017 (Pew Research)

Since 2004, Pew Research Centre has issued an annual report on key audience and economic indicators for a variety of sectors within the US news media industry. These data speak to the shifting ways in which Americans seek out news and information, how news organisations get their revenue, and the resources available to American journalists as they seek to inform the public about important events of the day. The press is sometimes called the fourth branch of government, but in the US, it’s also very much a business – one whose ability to serve the public is dependent on its ability to attract eyeballs and dollars.


Facebook’s Sheryl Sandberg talks about building global communities and advertising to them (Jeff Beer – Fast Company)

Airbnb CMO Jonathan Mildenhall and Wieden+Kennedy CCO Colleen DeCourcy, and Facebook’s Sheryl Sandberg discussed the importance of fostering and measuring the influence of your brand’s community on mobile platforms, and the best ways for advertisers to tap into them. “Companies are moving from selling a particular product or service, into providing this idea of community and connection – we see it more and more in the work… Wieden+Kennedy lived that with Nike for a long time. It was never just about selling the product, it’s about helping people reach their human potential, it’s about self-actualisation, it’s about communities of athletes. So it’s a timeless concept that has become more real now than it ever has been.” Of course, ultimately, these companies must find a way to connect their brand community to the bottom line. The conversation eventually turned to how the most successful brands and platforms are approaching mobile advertising.

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