‘Marketing is more important than ever’: Serviceplan CEO at European CMO of the Year awards
A New Era for Marketing Leadership
Marketing is more important than ever – At the European CMO of the Year Awards held in Cannes this week, Serviceplan Group’s CEO, Florian Haller, highlighted the increasing prominence of marketing in the corporate world. According to Haller, the field has transformed dramatically, with marketing now playing a central role in shaping how businesses connect with their audiences. This shift has made the discipline more crucial than ever, yet many leaders still hold outdated perceptions of its value.
The event, launched in partnership with the Cannes Lions International Festival of Creativity, marks a significant milestone in recognizing the influence of marketing professionals across Europe. Its inception aims to elevate the profile of Chief Marketing Officers (CMOs) by celebrating their strategic contributions. This year’s award was won by Julia Goldin, the Chief Product and Marketing Officer at the LEGO Group, who emerged as a standout figure from a shortlist of 28 executives representing major global brands such as Ferrari, Coca-Cola, and L’Oréal.
Reimagining the Customer Journey
Speaking to Euronews, Haller emphasized that marketing’s responsibilities have expanded beyond traditional advertising to encompass the entire customer journey. “Marketing now encompasses the entire customer journey,” he noted, stressing the need for a more holistic approach. This evolution requires integrating data, technology, and creative strategies to meet the demands of a complex, dynamic market.
Despite this transformation, Haller pointed out that the perception of marketing among executives often lags behind its actual impact. “The reality is, marketing remains a closely guarded secret in many minds,” he said, explaining that leaders frequently view the field through the lens of old-school tactics like visuals and catchy slogans. To counter this, Haller argued that showcasing real-world examples of marketing success is essential to demonstrate its value as a strategic driver.
He praised the LEGO Group for exemplifying how marketing can transform a large organization. “LEGO and Julia Goldin represent someone who clearly demonstrates that marketing can move a big company,” Haller stated. While some may still hold traditional views, he believes that understanding what works and what doesn’t is key to improving the industry as a whole.
The Role of AI in Modern Marketing
Artificial intelligence, Haller suggested, is revolutionizing marketing by making it more effective. “AI will make us more powerful,” he said, highlighting its potential to enhance creativity and personalization. He critiqued the tendency in some regions, like Germany, to focus solely on cost-cutting benefits of AI, arguing that its true value lies in driving growth and innovation.
While efficiency is a byproduct of AI, Haller believes the technology should be leveraged for deeper impact. “It’s not just about reducing expenses,” he explained. “We should be using AI to create better work and deliver more tailored experiences to consumers.” This perspective underscores the importance of embracing AI as a tool for strategic advancement rather than a mere operational cost saver.
As the awards continue to gain traction, Haller envisions a future where they become a flagship event for marketing excellence. “Cannes is the perfect place for this,” he remarked, noting the city’s appeal to European marketers. While the idea of expanding the awards to the US market is on the horizon, he confirmed that the focus remains on establishing a strong foundation in Europe first.
Europe’s Unique Marketing Landscape
Haller also highlighted Europe’s distinctiveness as a market for brand development. “What makes Europe special is the diversity of cultures within a relatively small geographic area,” he explained. This cultural mosaic, he argued, creates unique opportunities for brands to adapt and thrive. From the nuances of different languages to the varied traditions of local audiences, Europe offers a rich tapestry of challenges and possibilities for marketers.
Moreover, the continent’s emphasis on sustainability and regional brand management further distinguishes it from other markets. “The principal criteria for a successful CMO are honestly the same across countries,” Haller stated. “It’s about effectiveness and the ability to build a brand based on tangible results.” Yet, he acknowledged that the methods of execution will vary, reflecting the adaptability required to succeed in diverse markets.
As the Serviceplan Group continues to grow, Haller expressed confidence in its future potential. “We are an ambitious group,” he said, adding that the company remains open to innovation. He encouraged new talent to join, emphasizing that Serviceplan is not a static organization but one that thrives on development and change. This mindset, he believes, is crucial for staying ahead in an ever-evolving industry.
Building a Community of Marketing Leaders
Beyond the awards themselves, Haller stressed the importance of fostering a community among marketing professionals. “It’s not just about the award,” he said. “It’s also about creating a network where CMOs can exchange ideas and learn from each other.” This collaborative approach, he argued, ensures that the event remains more than a symbolic recognition—it becomes a platform for shared growth.
To ensure the credibility of the awards, Haller outlined a rigorous selection process. “We always have a system where CMOs choose the CMO of the Year,” he said. This peer-driven method guarantees that the winners are genuinely respected by their industry peers. “It’s important to have a mechanism that goes beyond selecting a personal friend,” he added, underscoring the event’s professionalism and integrity.
Looking ahead, Haller is optimistic about the future of the European CMO of the Year Awards. “We’ve only just started,” he remarked, expressing a desire to make the event a lasting tradition. He also hinted at potential future expansions, suggesting that the US market may be the next target for similar recognition. “We’ll see if we can do something similar for the American market in the medium term,” he said, showing his ambition to globalize the concept.
Ultimately, Haller believes that marketing’s evolving role is a reflection of its growing influence in business strategy. “The key is to lift the well-kept secret,” he concluded. By bringing attention to the strategic value of marketing and celebrating its leaders, the European CMO of the Year Awards aims to redefine the industry’s perception of its importance in the modern world.
