CMO Study 2023
CMO Study 2023
CMO Study 2023
CMO Study 2023
CMO Study 2023
CMO Study 2023
Overview
Chief Marketing Officers (CMOs) and their organisations have been wrestling with a confluence of challenges, from digital disruption to changing consumer behaviours and expectations. The main aim of the campaign was to build awareness around how PwC can help organisations see that with the right combinations of skills and technology they can create a movement that will redefine and unlock the power of marketing to create business benefits far beyond short-term performance.
PwC offers the capability to transform marketing functions and create sustained business growth, but we weren’t on the radar of most CMOs. To increase awareness of our expertise, we created a thought leadership campaign for senior marketing leaders, to understand their biggest challenges, and offer solutions to transform the success of their functions.
Marketing Objectives
Design Challenge
- Acted as the creative social media expert for the campaign supporting and advising the clients on the latest social trends and formats
- Responsible for the delivery of a suite of digital assets (social media, HTML5 display ads, landing pages etc). This included some new-to-PwC digital formats, such as the static and animated homepage takeovers on Campaign Live.
- Working with important stakeholders to review and optimise social and paid adverts for 2022
Challenge
- Acted as the creative social media expert for the campaign supporting and advising the clients on the latest social trends and formats
- Responsible for the delivery of a suite of digital assets (social media, HTML5 display ads, landing pages etc). This included some new-to-PwC digital formats, such as the static and animated homepage takeovers on Campaign Live.
- Working with important stakeholders to review and optimise social and paid adverts for 2022
Hero colours
Supporting colours
Identifier device
Framing the beneficiaries of change / transformation.
Messaging approach
Primary campaign messaging
Create a marketing renaissance
Secondary campaign messaging:
Balancing creativity and technology to meet ever-changing customer needs
Tertiary campaign messaging:
Torn between the art and science of marketing, choose the customer
Photography
The main purpose behind photography is to choose a way to make the customer the hero and tell the story through the eyes of the customer. We can appeal to marketing leaders by presenting the idea that they are the architects of the connection to the customer. If they get this right and create a great customer experience through all the different ways the article sets out, then they will grow the business responsibly (around the customer).
A marketing renaissance
The CMO Survey presented an opportunity to create a dynamic identity for PwC. By leveraging the gridded structure that underpinned our brand level campaign (The New Equation), we evolved the use of ‘pixels’ to frame the subject of the image. This meant we could tell a clear story about how to find the unique balance of human innovation and technology needed for results to create a ‘marketing renaissance’.
Animation principles
As the image animates, zooming into the image we aimed to engage our core audience to inspire them to transform marketing’s position and reputation across their organisation.
Framing the subject
Underpinned by a square grid, the corners are designed to frame the beneficiaries of change and focus on the subject of the image
A moment of change
Carefully curated photography represented a moment of change. Balancing human ingenuity and technology
Problem to solution
Problem to solution, layering the framing device enables the audience to focus on how CMOs took the central role
Social media approach
The CMO Survey, leveraged the gridded structure of The New Equation campaign by using 'pixels' to frame image subjects. This technique effectively showcased the synergy between human innovation and technology, reinforcing the campaign's message of a 'marketing renaissance' and creating a dynamic, engaging identity that resonated with the audience.
Display banners
A pivotal aspect of our campaign was the strategic use of display banners on major websites such as Campaign Live. We employed various formats like MPU, DMPU, Billboard, and Wallpaper for maximum impact. This diverse approach aimed to reach a broad audience, leveraging the credibility of reputable platforms to effectively convey our message and create a memorable online presence across different devices.
- Campaign live - 300x250 (HTML5)
- Campaign live - 700x200 (HTML5)
- Campaign live - 600x300 (HTML5)
- Campaign live - Wallpaper (HTML5)
- Campaign live - 300x250 (HTML5)
- Campaign live - 700x200 (HTML5)
- Campaign live - 600x300 (HTML5)
- Campaign live - Wallpaper (HTML5)
Marketing maturity indicator
Supporting the key content was our interactive data explorer tool: a short set of questions, where the answers reveal the sophistication of a user’s marketing function.This ‘Marketing Maturity Indicator’ gave the research relevance, helping every business see how it relates to its marketing function and serving tailored video content on the solutions.
We designed a matrix to help CMOs understand where they sit in terms of the human and tech capabilities within their teams – and where they would like to be.
That meant we could tell a clear story about how to find the unique balance of human innovation and technology needed for results. The data captured allowed us to give personalised insights to the audience, score and prioritise leads by value, and personalise follow-up sales communications.
From webpage to report
To engage the right audience, the creative storytelling through the choice of image was vital to the campaign’s success. Ensuring the CMOs took the central role (focal point), inspiring them to transform marketing’s position across the organisation, to drive sustained success. These images are the focal point across the campaign from the webpage to the report which is included to document and print.
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