CANNES, France—With continuing economic challenges, marketing budgets will be under scrutiny for the remainder of 2023, testing the relationship between the chief marketing officer and the chief financial officer. For Bayer Consumer Health CMO Patricia Corsi, a hands-off approach works best.
“He doesn’t ask my permission when he’s doing tax and auditing. I don’t ask his permission when we are doing brand building,” Corsi told Adweek’s Rebecca Stewart during an Adweek session at Cannes on Monday.
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