The Global Brand Transformation study by WFA and Ogilvy Consulting reveals that marketing transformation is now a permanent reality for global brands, with 96% in continuous change. The study outlines the forces driving this shift, the biggest barriers to progress, and four CMO leadership archetypes that shape transformational success, offering a practical framework for building balanced, future‑ready marketing teams.
The research is based on interviews with 80 senior marketers from 57 companies with an estimated cumulative annual spend of over US$60 billion.
What separates transformational success from failure isn't budget, technology, or even strategic clarity: it’s the fundamental approach leaders take to delivering that change.
Global Brand Transformation identifies four distinct approaches based on CMO methods, priorities, and organisational context. None of these approaches are right or wrong in itself; what matters is the self-awareness and willingness of the CMO to recruit the additional skills that they lack.
For more information or questions, please contact Robert Dreblow at r.dreblow@wfanet.org
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