{"id":1543,"date":"2026-06-16T16:43:54","date_gmt":"2026-06-16T16:43:54","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=1543"},"modified":"2026-06-16T16:43:54","modified_gmt":"2026-06-16T16:43:54","slug":"the-new-mandate-for-cmos-is-clear-creativity-must-deliver-growth","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=1543","title":{"rendered":"The new mandate for CMOs is clear: creativity must deliver growth\u00a0"},"content":{"rendered":"
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Recent research conducted by Interbrand, in partnership with LIONS (owner of Cannes Lions International Festival of Creativity)\u00a0analyzed\u00a0five years of performance data from 50 publicly traded companies that consistently ranked among Cannes Lions\u2019 most awarded businesses.\u00a0The study found\u00a0that\u00a0creativity has a significant impact, with companies seeing a 2.7% increase in profitability and a 4.7% rise in market capitalization in the year following the award.\u00a0<\/p>\n

Read more Gen Z calls it \u2018slop\u2019\u2014but they\u2019re fast casual\u2019s most loyal (and demanding) customers<\/a><\/p>\n

\u201cThis idea\u00a0that creativity can drive growth\u00a0has never been more relevant than it is today,\u201d Simon Cook, CEO of LIONS, tells\u00a0Fortune.\u00a0<\/em>\u201cWe\u2019re\u00a0operating\u00a0in an environment defined by constant disruption, accelerated technological change and increasing pressure on businesses to find new sources of growth. It is becoming one of the few remaining competitive advantages that organizations can truly own.\u201d\u00a0<\/p>\n

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Advances in data\u00a0are\u00a0helping make that case,\u00a0allowing companies to better understand the relationship between creative quality and commercial outcomes, from revenue growth to return on investment.\u00a0\u00a0<\/p>\n

The trend is\u00a0emerging\u00a0even in industries not traditionally associated with creativity. In B2B, for example, brands are moving beyond purely functional messaging toward more emotionally resonant approaches. \u201cThat shift is delivering stronger differentiation and commercial impact, because buyers are still human beings making decisions based on trust and connection,\u201d Cook says.\u00a0<\/p>\n

The stakes\u00a0are particularly high in the current climate, where periods of uncertainty often encourage organizations to focus on optimization and short-term performance. But\u00a0Cook warns that cutting brand investment\u00a0leads to \u201csameness\u201d and can come at a cost, through weaker differentiation, reduced pricing power, and declining customer loyalty.\u00a0\u201cCreativity should be viewed as an investment\u00a0rather\u00a0than a risk,\u201d he says.\u00a0\u00a0<\/p>\n

Creativity as a business case\u00a0<\/h2>\n

This year, the brewing giant, AB InBev, became the first company in Cannes Lions history to earn Creative Marketer of the Year three times, while continuing to deliver strong commercial growth.\u00a0<\/p>\n

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For Marcel Marcondes, AB InBev\u2019s global chief marketing officer, creativity is a business strategy rather than a communications strategy. \u201cWe use creativity to solve real consumer and business problems, build brands people love, and create experiences that drive measurable results,\u201d he tells\u00a0Fortune.<\/em>\u00a0<\/p>\n

59\u00a0<\/h3>\n

AB InBev\u00a0Ranking on\u00a0Fortune 500\u00a0\u00a0<\/h3>\n

In the first quarter of 2026, AB InBev posted record revenues. Michelob ULTRA\u00a0remains\u00a0the top-selling beer by volume in the U.S., while Corona continues to deliver double-digit global growth,\u00a0alongside strong momentum across the company\u2019s no-alcohol and Beyond Beer portfolios.\u00a0<\/p>\n

Read more Infant mortality in the U.S. fell to an all-time low in 2025 thanks to antibody shots and RSV vaccines<\/a><\/p>\n

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The use of AI in creative work has been a matter of debate.\u00a0But for\u00a0Marcondes, technology, including AI, is a\u00a0key\u00a0enabler of\u00a0the team\u2019s\u00a0creative work.\u00a0\u2018It helps us move faster, more efficiently, and more effectively, while also helping us better understand consumers so we can focus on the \u201cso what?\u201d\u2014the insights and actions that drive growth.\u00a0That\u2019s\u00a0why we embrace it all. We never say,\u00a0\u2018let\u2019s talk about AI\u2019,\u00a0We say,\u00a0\u2018let\u2019s talk about\u00a0results.\u2019\u201d\u00a0\u00a0<\/p>\n

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The rise of the growth CMO\u00a0<\/h2>\n

The changing economics of creativity is reshaping the role of the chief marketing officer. A decade ago, CMOs were often brought into the conversation after business strategy had already been set. Today, they are increasingly expected to help define it, connecting consumer insights, innovation, technology, and brand strategy to broader business\u00a0objectives.\u00a0<\/p>\n

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\u201cIt\u2019s not just about making campaigns anymore,\u201d says Marcondes. \u201cCMOs help shape innovation, experiences, and culture while building the creative capabilities that enable long-term growth.\u201d\u00a0<\/p>\n

Brand-building remains central to the role, he says, but the bigger challenge is ensuring creativity is embedded across the organization, influencing everything from product innovation to customer experience.\u00a0<\/p>\n

Cook sees the same shift playing out across industries. \u201cThe most effective CMOs are helping shape the growth strategy itself,\u201d he says. That evolution demands a different skill set. \u201cToday, marketing leaders must be fluent in both creative ambition and commercial performance, translating bold ideas into the language of revenue growth, market share, and profitability.\u201d\u00a0<\/p>\n

Success also depends on leadership. The most effective CMOs, Cook argues, \u201cfoster cultures that reward curiosity, encourage experimentation, challenge conventional thinking, and build cultures where employees feel empowered to contribute ideas.\u201d<\/p>\n

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As the evidence linking creativity to commercial performance continues to grow, so too does\u00a0marketing\u2019s\u00a0influence in the boardroom. The companies seeing the strongest results will be those where CMOs have evolved from brand stewards into growth leaders. <\/p>\n

Read more \u2018It\u2019s on us\u2019: Luigi Mangione\u2019s hearing delayed after DA failed to request him from jail<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The next big growth lever isn’t hiding in the finance department. It’s creativity, and it’s reshaping the role of the CMO while giving marketing a bigger voice in the boardroom.\u00a0<\/p>\n","protected":false},"author":1,"featured_media":1542,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[184],"tags":[],"class_list":["post-1543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nThe new mandate for CMOs is clear: creativity must deliver growth\u00a0 - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=1543\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The new mandate for CMOs is clear: creativity must deliver growth\u00a0 - Cross Country Moving Team\" \/>\n<meta property=\"og:description\" content=\"The next big growth lever isn't hiding in the finance department. 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