OSN CMO Hamad Malik says senior marketers need to continuously allocate at least five per cent of the budget to experimentation with new and probably unproven ideas.
The thing about being a chief marketing officer in a changing media climate is that there are constantly new marketing avenues to pursue. These days, chief executives and board members expect a CMO to not only be a custodian of the brand, but also contribute towards commercial success of organisations, be in charge of transforming customer experiences, inculcate customer loyalty and create brand positioning that enables companies to charge premium prices. 2015 again looks like it will be a year of change, so I wanted to sh
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