Forbes/Appinions Release Third Annual CMO Influence Study

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Phil Schiller Again Leads 50 Most Influential CMOs in the World

The World's 50 Most Influential CMOs

We’ve seen an ascent of the CMO over the past few years.

Every marketer today faces the tremendous challenge of communicating in a very noisy world. They’re usually thought of in terms of how clearly and broadly they’re able to distribute their brand messages – but which CMOs do the best job of marketing themselves?

Answers can be found in the Third Annual Forbes/Appinions CMO Influence Study, released today, which reveals the most influential CMOs in the world based on analysis Appinions completed on the top marketing executive at leading firms from the Forbes 2000 Largest Companies list.

For the third year straight Apple’s Phil Schiller was recognized as the most influential CMO in the world. This time he earned the top spot by a wide margin, scoring 3X higher than his nearest peer, David Lauren, EVP Advertising, Marketing, and Communications at Ralph Lauren. The #3 spot was earned by Tim Mahoney, Global CMO-Chevy at General Motors.

Rounding out the Top 10: #4 Jim Farley – Ford, #5 John Frascotti – Hasbro, #6 Kristin Lemkau – JPMorgan Chase, #7 Trevor Edwards – Nike, #8 Beth Comstock – General Electric, #9 Seth Farbman – Gap, and #10 Alain Visser – Volvo. Along with Mr. Schiller, Mr. Farley, Ms. Comstock, and Mr. Visser also made the previous year’s list.

“We’re pleased to work with Appinions to identify and recognize these outstanding CMOs,” said Bruce Rogers, Chief Insights Officer of Forbes. “

Mr. Schiller’s huge win is a testament to both the broad media interest in Apple Computer but also what appears to be a clear media strategy of putting Mr. Schiller’s name and opinions in the press continuously. Mr. Schiller was one of only eight CMOs within the top 50 to register influential opinions and reactions more than twice each week during the period of the study. This included CMOs of one private company and other from four different ‘annual revenue’ tiers. In fact, there was no clear correlation between revenue and ranking. It appears to have more to do with the public role and marketing strategy of the CMO themselves. By contrast, the bottom half of the top 50 CMOs registered influential opinions only three times per month or less.

“We’ve seen an ascent of the CMO over the past few years,” said Appinions CEO Larry Levy, “as the technology and practice of marketing has changed and grown in stature in the business world. This year’s report shows that CMOs that cultivate a platform and leverage their brands can gain a powerful platform to distribute their messages to the marketplace.”

The study considers the most senior marketing person at each company. Influence is ranked by extracting opinions, quotes, and other reactions from hundreds of millions of articles from news, blog, and social media sources. Proprietary Appinions algorithms rank opinion holders based on the influence of the people who react to them, the attributes of the publication or source where the reaction occurs, and the overall quantity of reactions to a single opinion.

There were industry trends in the results, with Automotive Industry CMOs appearing most frequently (9 CMOs) followed by those from in Food and Beverage (7), Technology (6), Apparel (4) and Financial Services (4). In terms of gender, female CMOs earned 32% of the top 50 spots, but in terms of scores only garnered 21% of the total influence.

The complete 96 page Forbes/Appinions 2014 CMO Influence Study can be viewed and downloaded at http://dj.appinions.com/CMO-2014.

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About Appinions

Appinions is an Attention Analytics platform that helps marketers bring a data-driven approach to their content marketing and other initiatives. Using natural language processing technology original developed at Cornell University, the platform processes hundreds of millions of articles from news, and blogs plus social media posts every day and applies a proprietary scoring algorithms to reveal top themes, influencers, distribution channels and more. Clients include B2B marketers from the Fortune 1000 in technology, automotive, manufacturing, and leading consulting and advisory firms. Learn more at http://www.appinions.com

About Forbes

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Jonah Bliss
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