00:00Being hands-on with artificial intelligence I think is a little bit underestimated right
00:04now in the marketing community but I think it's going to be really important and the
00:07more you are on top of what's happening in the world and actually hands-on with artificial
00:12intelligence the better you will be set for a future CMO role.
00:21I'm the global chief marketing officer for GLL which is a commercial real estate firm.
00:26Brand continues to be very very important particularly in the age of artificial intelligence
00:31when attention is so fragmented brand is more important for firms like ours than ever before
00:38because it gives us a enduring advantage in the market. We just announced our five-year strategy
00:45called accelerate 2030 which is our 2030 growth strategy and brand is one of our six imperatives
00:52six most important things that we have said we will do as a firm. So large language models are
00:57a very very important area of focus for us particularly in our business where people are
01:03doing searches at a very local city level or at a country level so being in in each one of
01:10those
01:10markets and being present in the large language models is quite important and from our perspective
01:15it's bringing together the strength in brand with the strength in things like PR and media and our earned
01:23media coverage is continues to be really important and then supplementing that with our own thought
01:29leadership we have a fabulous research team that is able to provide a lot of data for us how do
01:36we
01:36bring that to life in a way that is useful for the large language models and helps us build our
01:42visibility
01:42into those large language models is key for us. The biggest challenge continues to be that partnership
01:49with the CFO and making sure that marketing dollars are not just spent wisely but spent in a way that
01:58performance can be measured so in our case we've continued to drive more and more visibility into
02:04all of the metrics. I think it's also important for CMOs to not get driven by what I call vanity
02:11metrics
02:12impressions and clicks and views but actually being able to measure things that are going to move the
02:18needle on the business pipeline contribution revenue contribution in in our case in the world of
02:24business to business it is really important for CMOs to continue to have a very strong partnership with
02:30finance and be able to demonstrate the meaning behind the metrics and tie them back to the dollars that
02:36are spent yeah my biggest advice to someone who wants to be a CMO in five years would be
02:41pay attention to what's happening out in the world and be hands-on with artificial intelligence the world
02:47of marketing is changing literally every month every year in a big big way and I think the biggest
02:54intangible skill is that collaboration with the business forming partnerships I think a lot of people
03:01think that if you provide all the metrics right and you provide all the justifications you're going to
03:07be okay but there is a fundamental sentiment that has to be built around marketing and around the CMO role
03:16and making sure that that collaboration between the business and and CMOs continues to be very very
03:23strong I think that's the biggest intangible you come to a place like Cannes to get new ideas but to
03:28get
03:29inspiration about what's happening in the world creatively what's happening in the world uh platform wise you know
03:35obviously you have all the platforms like Spotify, Amazon, LinkedIn etc here you've got all the agencies
03:41you've got all the tech companies we're at an interesting time where you're trying to make sense of
03:45what does it actually mean and go back with the interesting ideas both creatively as well as what's happening
03:53from an AI perspective
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