Asia CMO: Driving Brand Growth

Front Cover
R3 Worldwide Incorporated, Jun 22, 2017 - Business & Economics - 246 pages

First there was China CMO: Best Practice in Marketing Effectiveness & Efficiency in the Middle Kingdom.

Now there is Asia CMO: Driving Brand Growth - a book that aims to help CMOs stay on top of their game, particularly given the breakneck speed of social, technology, marketing and economic developments happening in Asia today.

The book addresses the two biggest issues facing today's marketing organizations: the evolving role of the CMO and the skills and capabilities that will be needed for CMOs to be successful in Asia going forward. Each of the seven chapters focuses on a specific topic - driving brand growth in Asia, connecting with Asia's super consumers, mastering digital and technology, creating effective teams and partnerships, and nurturing culture of innovation. The closing chapter looks into the future and offers advice on how to build better brand leaders.

The real lessons within this book are delivered by the CEOs, CMOs and founders of leading global and Asian companies who have contributed their insights and wisdom through both face-to-face interviews and a comprehensive survey designed to inform our perspective.

The role of the CMO in Asia has definitely changed with the industry in terms of influence and prestige. Many acknowledge that marketing wasn't high on the list of noble professions in the past, but as business relies more on ideas and innovation to grow and remain competitive, those who have chosen marketing as their career have positioned themselves in the best place possible to drive brand growth and make significant impacts on business going forward.

This book attempts to address the challenges and opportunities that await them.

We're glad you'll join us for the journey ahead.

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About the author (2017)

Originally from Australia, Greg spent the first 20 years of his career on both the marketer and agency side in the US, Europe and Asia Pacific. In 2002, he co-founded R3; a global independent consultancy to CMOs on improving the efficiency and effectiveness of marketers and their agencies. R3 has since expanded to manage global relationships with Unilever, Samsung, Pfizer, Coca-Cola, Visa and JNJ. Greg recently co-authored 'China CMO, ' a detailed analysis of marketing in the Middle Kingdom.

ShuFen Goh is the co-founder and Principal of R3. With over two decades of experience in the creative industry and with corporate brands, she is a pioneer in advancing the practice of marketing effectiveness through optimization of agency partnerships and measurement, working with companies such as Coca-Cola, Johnson & Johnson, Unilever, Visa and MasterCard. ShuFen also serves as the President of the Institute of Advertising Singapore, chairperson of the regional APPIES awards, and sits on several boards including Singapore National Gallery, Design Masterplan Committee and the MasterCard Digital & E-Commerce Advisory.

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