Frontier CMOs set benchmark

Frontier CMOs

PETALING JAYA: A recent worldwide study reveals that the No. 1 challenge facing chief marketing officers (CMOs) is understanding which consumer behaviour will change permanently and which will fall away in the post-Covid-19 environment.

This is compounded by the difficulty of aligning the business around changing consumer needs quickly enough and falling consumer spend, according to a survey carried out by global media, CRM and creative communications agency dentsu.