REPORT

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Reshaping Global Engagement Operations

Optimizing the Resonance and Relevance of Localized Marketing Initiatives

Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations.

This report, produced in partnership with Worldwide Partners, reveals that marketing operational structures may actually be keeping the customer and brand apart. Indeed, global marketers are struggling in a battle between the efficiency of centralization and the effectiveness of localization, causing them to re-think their current mar-ops strategies.

Key topics uncovered in the research include:

  • Top areas of strategic focus for the global marketing organization
  • CMO confidence in localization capabilities across the organization
  • Key challenges and roadblocks to localization and engagement success
  • Steps for agency-brand evolution including key responsibilities of the CMO in reshaping the relationship and new expectations for agency partners
  • Detailed overview of internal versus external resource shifts, allocations and alignments

The full report includes all detailed analysis of findings, 27 detailed charts and graphs, deep-dive interviews with brand leaders, and two exclusive in-depth read-outs on agency partnership evolution and a breakdown of regional views and differences only available in the comprehensive report.

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Report Media Coverage

SEP 17, 2019

EXPERT INSIGHT: THE ROLE OF BUDGET IN ACHIEVING KEY MARKETING OBJECTIVES

KO Marketing

More

AUG 14, 2019

CMOS NEED TO CREATE 'GLOCAL' BRANDS TO WIN CUSTOMERS

AdNews

International brands need to go "glocal" and present better localised marketing efforts to win customers, according to a study by the international CMO Council and Worldwide Partners. More

AUG 13, 2019

ACCENTURE INTERACTIVE BUYS DESIGN SHOP INSITUM TO FIRM UP LATIN AMERICAN PRESENCE

Marketing Dive

Just 10% of global marketing leaders recently surveyed by the CMO Council reported feeling "exceedingly confident" in reaching customer engagement and revenue goals on this front. More

JUN 18, 2019

LACKLUSTER LOCALIZATION PROMPTS CMOS TO RE-EXAMINE AGENCY DYNAMICS

Agility PR

Chief marketers are suffering from an intense case of FOMO—Fear of Missed Opportunities—as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation.  More

JUN 17, 2019

UNILEVER INVESTS IN INFLUENCERS; BEYOND MAKES IT ‘MEATIER’; ZUCKERBERG FAKED; SNAPCHAT’S GENDER-SWAP SURGE

Wall Street Journal

The Magic Number: 17%. The share of senior marketers who say they're in lockstep with their agencies across strategy, structure and execution, according to a new study from the CMO Council and Worldwide Partners. More

JUN 17, 2019

ARE MARKETERS MEETING THE DEMANDS OF THE MODERN CONNECTED CUSTOMER?

Marketing Charts

Are brands confident in how they serve them? Unfortunately, a survey from CMO Council and Worldwide Partners of more than 350 global marketing leaders has revealed that only one-fifth (20%) of organizations can definitively say yes. More

JUN 15, 2019

LACK-LUSTER LOCALIZATION PROMPTS CMOS TO RE-EXAMINE GLOBAL OPS & REALIGN AGENCY DYNAMICS

HispanicAd

According to the CMO Council’s new report, Reshaping Global Engagement Operations, today’s customer is seeking security, service and localized experiences based on local language and culture. More

JUN 14, 2019

STUDY: CUSTOMER CONNECTIONS FLOUNDER AMID CENTRALIZATION, LOCALIZATION EFFORTS

Marketing Dive

Marketing operations structures may be getting in the way of connecting brands to customers due to a battle between organizations' drive for centralization versus customers desire for personalization, according to a new CMO Council report. More

JUN 14, 2019

DAILY NEWS: CUSTOMER CONNECTIONS FLOUNDER, E-COMMERCE MARKETING, AD TRANSPARENCY TOOL

LSA Insider

Marketing Dive: “Marketing operations structures may be getting in the way of connecting brands to customers due to a battle between organizations’ drive for centralization versus customers desire for personalization, according to a new CMO Council report unveiled in a press release.” More

JUN 12, 2019

OVER 80% OF BIG BUSINESSES LACK LOCAL MARKET EXPERTISE

SalesFuel

The CMO report found that 82% of marketers don’t believe their local intelligence is as good as it could be.  More

JUN 12, 2019

KRAFT PLUGS ‘SALAD FROSTING’ AND THE CLIF-KIND BAR BATTLE ESCALATES: MARKETER'S BRIEF

AdAge

Missed connections: A new report by the CMO Council warns that companies that centralize their marketing departments are at risk of losing consumer connections in local markets. More

JUN 11, 2019

MARKETING STRUCTURES KEEPING CUSTOMERS AND BRANDS APART—REPORT

ChiefMarketer

Customers today are seeking security, service and localized experiences based on local language and culture, according to the CMO Council. More

JUN 11, 2019

STUDY: MOST MARKETERS FEEL UNPREPARED TO MEET CONNECTED CONSUMER NEEDS

Campaign US

New CMO Council research reveals major opportunities being missed by marketers. More

JUN 11, 2019

MARKETERS AREN'T MEETING THE NEEDS OF TODAY'S CONNECTED CONSUMER

MediaPost

A new study from the CMO Council and agency network Worldwide Partners finds that many marketers don’t believe their current go-to-market strategies are positioned to engage today’s connected consumer effectively. More

JUN 11, 2019

MARKETING LEADERS EXPLAIN WHY THEY'RE MISSING THE MARK

SmartBrief

A survey of more than 350 marketers by the CMO Council and Worldwide Partners found that only one-fifth think their strategies meet consumers' needs. More

JUN 11, 2019

82% OF GLOBAL MARKETERS THINK THEIR LOCAL MARKET INTELLIGENCE IS JUST “OK”

YouGov

CMO Council collaborated with Worldwide Partners to study readiness of marketers to deliver localised experiences.   More

JUN 11, 2019

LA LOCALIZACIóN POCO EXITOSA LEVANTA UN MURO ENTRE CLIENTE Y MARCA

Marketing Directo

El informe de CMO Council revela una batalla por el equilibrio entre las eficiencias de la centralización y la eficacia de la localización a medida que los profesionales del marketing observan los cambios operativos necesarios para alcanzar los objetivos de crecimiento mundial. More

JUN 11, 2019

UNA LOCALIZACIóN POCO EXITOSA LLEVA A LOS PROFESIONALES DEL MARKETING A REEXAMINAR LAS OPERACIONES GLOBALES Y A REALINEAR LA DINáMICA DE LAS AGENCIAS

prnoticias

El informe de CMO Council revela una batalla por el equilibrio entre las eficiencias de la centralización y la eficacia de la localización a medida que los profesionales del marketing observan los cambios operativos necesarios para alcanzar los objetivos de crecimiento mundial. More

JUN 10, 2019

9 REASONS WHY YOUR MARKETING LOCALIZATION IS FAILING (HINT: IT DOES NOT INVOLVE EXTRA COSTS)

Content Localization

Based on a CMO Council study, 63% of marketers are not satisfied with their localization efforts. More

Report Themes