Page 48 - Gulf Marketing Review

C - S U I T E

“MARKETERS SHOULDN’T

BECOME SLAVES TO DATA”

John Allert, CMO of McLaren Technology Group, the iconic British Formula One
racing team and supercar manufacturer, on how CMOs can stay relevant in 2018

ou have had a lot of experience in digital orchestra, where it’s impossible to conduct “While some businesses
Ymarketing in your career so far, while an orchestra if the composer doesn’t know UJa VM \QN ZWTN WO -79
also being qualified as a graphic designer, how to play the instruments. This is most apt redundant, but in businesses
a writer and, last but not the least, a lecturer metaphor for my current role. that need to be differentiated
on branding as well. So how well does your by intangibles.”
mixed background go along your current There have been lots of talks going on about
role as the CMO? the role and relevance of the impact of CMOs,
Well, I never set out to develop a diverse set of with some even saying that Chief Business Traditionally a CMO role was primarily focused
skills but my professional life experience has Officer is a more appropriate term than the on building brands, making ads more effec-
exposed me to a number of different areas CMO. What’s your view? tive and perhaps a bit of market research.
of the marketing mix. I think that’s given me a I don’t think it matters what the title is. Instead, Do you think these priorities are changing
unique ability to hopefully add value to what what matters is the person’s role, the marketing now and new roles and new priorities are
my current role in McLaren. strategy as well as the execution of that strategy. emerging for CMOs?
At McLaren, my responsibilities cover everything So while some businesses may find the role of Absolutely! I think that the traditional roles of
from event management, digital marketing, CMO redundant, but in businesses that need a CMO are now little more than just a result
licensing, design, to sponsor management, to be differentiated by intangibles, by image, of the commercial and more strategic efforts
and so on, and these are all areas that are by relationships with other brands, I think the that CMOs make. A CMO at best can be an
relevant to my background. In a nutshell, it’s role of the CMO is ever exciting and relevant enabler for a business and can have the tools
a bit like a music composer conducting an that is changing dynamically. to help build greater affinity with customers.

48 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018