The CMOs remit is expanding dramatically, say top brands marketers at Possible Miami [Video]

The division between brand and performance marketing is dead. Just ask the chief marketers of the world’s biggest brands.

This week, marketing, media and adtech experts descended on Miami Beach for the second annual Possible conference – an event that gained buzz after Elon Musk keynoted last year.

On the ground, The Drum spoke with some of the industry’s leading brand marketers about how the role of the CMO is transforming in light of growing economic pressures and rapid technological change.

Among the most resounding themes was the idea that marketers of today are required to be more than creative thinkers – they’re required to be technologists and futurists.

“When I started at Pepsi … we would just go make these amazing, breakthrough ads that would run at the Super Bowl and, like, life was great,” Pat O’Toole, Burger King’s chief marketer tells The Drum. “It’s not that simple anymore.”

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