The CMO in 2025: surviving one of the most challenging marketing eras
Chris Van Roey
Sir Martin Sorrell’s recent statement at the CES 2025 conference in Las Vegas—that “the role of a CMO has become simpler”—raised quite a few eyebrows in the marketing and media world. His reasoning? The dominance of four platforms—Google, Meta, Amazon, and TikTok—that together account for “half the market” outside mainland China. According to Sorrell, marketers can simplify their lives by focusing their media budgets on these platforms with a “set-and-forget” approach.
While the “set-and-forget” strategy may sound appealing, it overlooks the significant challenges of modern marketing. These challenges not only make the role of the CMO more demanding, but also more important than ever before.
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