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The Inglorious B****rds of the Boardroom: measuring the alignment across CEO’s, CFO’s and CMOs

Pioneering new research into levels of alignment between CEO’s, CFO’s and CMO’s is to be unveiled at Cannes Lions International Festival of Creativity on Thursday 20 June in a WARC Creative Impact session titled “The Inglorious B****rds of the Boardroom”.

The study unpacks the current state of play across the CMO-CFO-CEO relationships asking what should the C-suite be doing to help marketers succeed? How should marketing change to ensure the C-suite appreciates and invests in marketing? What are the learnings for the global marketing and communications communities?

The in-depth study of 200 face to face interviews with CEO’s, CFO’s and CMO’s across India’s top advertisers was conducted by Quantum between February and May 2024. This study was commissioned by India’s leading independent agency The Womb, and The Effectiveness Partnership (TEP) the UK-based effectiveness consultancy for marketers worldwide and sponsored by Godrej and Piramal Finance.

The Cannes Lions session taking place between 15.15-15.45 on Thursday 20 June will see Gurdeep Puri, Founding Partner, The Effectiveness Partnership taking to the stage as an ‘Inglorious CEO bastard’; alongside Manisha Sain, Strategy Partner, The Womb India as the CMO; with Kawal Shoor, Co-Founder, The Womb, India moderating between the two sides. The session will be introduced by Partha Sinha, President, Times of India Group.

Together they will unpack the research and address:

  • What is it that marketing needs to do to have more traction with the C Suite, as well as, crucially, what can the C Suite do to help marketing succeed?
  • How can we put to rest the debate between short termism and develop sustainable marketing behaviours?
  • What is the ideal relationship between marketing and the C suite?

The Cannes Lions International Festival of Creativity is an annual celebration of creativity, effectiveness and innovation in the global advertising, marketing and communication industries. Attendees to the Festival can access the session as part of their Festival passes. For those not attending Gurdeep Puri, Co-Founder, The Effectiveness Partnership and Navin Talrej, Founding Partner of The Womb will outline the findings on a WARC podcast going live from the Festival.