How APAC marketers can encourage a business-wide reverence for brand

Josie Tutty

There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.

A healthy CMO/CFO relationship is one in which the CFO understands that marketing isn’t a cost centre but a revenue generator, according to a panel at the B2B Leaders Virtual Forum Asia 2021.

During the session, entitled “Ensuring the business (and CFO) understand how brand investments create growth over time”, a panel of experts advised marketers on how to ensure “brand” is given the respect it deserves. 

Sisca Margaretta, CMO at Experian APAC, shared her experience with a new CFO who joined the business in the middle of 2020 during the COVID-19 pandemic.

She said: “As all CFOs do, they...

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