With short tenure times for chief marketing officers, the time to impress a board or investors can be fleeting. That can lead to an overindulgence on short-term marketing objectives.
"There's a mindset of, 'Tell me what's happening this quarter, don't get me involved in three quarters from now,'" said Noah Mallin, head of experience, content and sponsorship at WPP media agency Wavemaker. "I have a lot of sympathy for that … but there are a lot of brands that are realizing that there's a point at which all of the direct-response marketing and all of the price messaging just stops being effective, or effective as it was.
"As irrational human beings, things like digital media can have wonderful nuances to [drive] a transaction, but they don't necessarily create brand loyalty," said Mike Duda, managing partner at strategic creative agency and consumer investment firm Bullish. Lindsay Nelson, president of TripAdvisor's Core Experience business unit, told CNBC that the company has consumer trust, but wants to build an emotional connection with its new creative work with Mother, its new creative agency.
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