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During the darkest days of the pandemic, we were forced to adapt on the fly as we navigated the seismic changes across media, marketing and tech, uncertain as to what lay ahead. But now, while Covid-19 may no longer be top of mind, the future is no less clear, with economic headwinds presenting a fresh set of challenges. How to plan and move forward with such limited visibility? That’s where Adweek comes in, as we look at the biggest issues and challenges that you and your teams will be tackling going into yet another unprecedented year, from negotiating economic uncertainty to embracing the creator economy to prioritizing multicultural marketing.

CMO ROUNDTABLE

New Year, New Battle Plan
CMOs get candid about driving growth amid economic headwinds

CMO ROUNDTABLE

New Year, New Battle Plan
CMOs get candid about driving growth amid economic headwinds

Clockwise from top left:
CMOs Soyoung Kang (eos Products),
Orlando Baeza (Flock Freight),
Denise Karkos (SiriusXM),
Karin Timpone (Major League Baseball),
Tiffany Xingyu Wang (OpenWeb)
and Dara Treseder (Autodesk).

Photography: Paul Yem

Photography: Paul Yem

As the industry kicks off 2023 under a cloud of economic uncertainty, no one is affected more directly than marketers, who not only are tasked with deciding what and where to spend under decreased budgets—determination that will impact the rest of the advertising ecosystem—but must also determine how to best guide their brands to grow their respective businesses.

To hear directly from those marketing leaders and learn how, where and why they will be making strategy decisions in the new year, Adweek assembled a cross-section of CMOs—from big and small companies, upstarts and legacy organizations and a mix of b-to-b and b-to-c—for a spirited roundtable to share their insights about everything from tackling productivity amid economic uncertainty to collaborating with C-suite peers to their biggest challenges and opportunities in 2023.

Joining the wide-ranging conversation were CMOs Orlando Baeza (Flock Freight), Soyoung Kang (eos Products), Denise Karkos (SiriusXM), Karin Timpone (Major League Baseball), Dara Treseder (Autodesk) and Tiffany Xingyu Wang (OpenWeb). They talked about utilizing the skills they honed during the pandemic as they navigate the year’s economic headwinds—and why even now, it’s essential to take risks—and the importance of building trust among both consumers and the C-suite.

Read the edited highlights from their roundtable discussion with Adweek, which was moderated by Jenny Rooney, chief experience officer, and Jason Lynch, senior managing editor, TV and features.

Clockwise from top left:
CMOs Soyoung Kang (eos Products),
Orlando Baeza (Flock Freight),
Denise Karkos (SiriusXM),
Karin Timpone (Major League Baseball),
Tiffany Xingyu Wang (OpenWeb)
and Dara Treseder (Autodesk).

Photography: Paul Yem

Photography: Paul Yem

As the industry kicks off 2023 under a cloud of economic uncertainty, no one is affected more directly than marketers, who not only are tasked with deciding what and where to spend under decreased budgets—determination that will impact the rest of the advertising ecosystem—but must also determine how to best guide their brands to grow their respective businesses.

To hear directly from those marketing leaders and learn how, where and why they will be making strategy decisions in the new year, Adweek assembled a cross-section of CMOs—from big and small companies, upstarts and legacy organizations and a mix of B2B and B2C—for a spirited roundtable to share their insights about everything from tackling productivity amid economic uncertainty to collaborating with C-suite peers to their biggest challenges and opportunities in 2023.

Joining the wide-ranging conversation were CMOs Orlando Baeza (Flock Freight), Soyoung Kang (eos Products), Denise Karkos (SiriusXM), Karin Timpone (Major League Baseball), Dara Treseder (Autodesk) and Tiffany Xingyu Wang (OpenWeb). They talked about utilizing the skills they honed during the pandemic as they navigate the year’s economic headwinds—and why even now, it’s essential to take risks—and the importance of building trust among both consumers and the C-suite.

Read the edited highlights from their roundtable discussion with Adweek, which was moderated by Jenny Rooney, chief experience officer, and Jason Lynch, senior managing editor, TV and features.

OUTLOOK

Outlook Q&As With Industry Leaders

man self portrait wearing gray and white collared button-up shirt near green leaf plant with white ceramic pot

Netflix's New Ad Sales Chief's Pitch to Marketers and How the Ad Tier Will Evolve in 2023

'What we launched with isn’t indicative of our long-term ambition,' said Jeremi Gorman

man in orange crew neck t-shirt

Bloomberg Media's CEO on Exiting the Programmatic Open Marketplace and Top 2023 Priorities

Scott Havens anticipates a 'healthier consumer subscription business will provide fertile ground for stronger advertising'

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Holding Company Chiefs on How the Economic Downturn Measures Up to 2008's Recession

'We're going to see the same kinds of shifts' as back then, according to one CEO

INSIGHTS

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The 2023 Economy Will Test Advertisers' Commitment to Sustainability

Standards set this year will define the industry’s response to the climate crisis

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Marketers Could Reshuffle Priorities as Emerging Tech Hype Shifts

Metaverse experiences and NFTs are in decline, while AI continues to grow

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Direct Deals Grow for Marketers, but Won't Solve All of Programmatic Ad Buying's Ills

They alone can’t fix the industry’s existential crisis of cookie deprecation

The Forces That Will Reshape B-to-B Marketing in 2023

After 3 years of disruption, CMOs face a pivotal year for their organizations and careers

Brand Safety in 2023: Marketers, Publishers and Platforms Feel the Danger Rising

Marketing leaders may be forced to submit to formal standards designed to protect companies whose reputations are increasingly on the line

Making the Case for Your Marketing Budget in Turbulent Times

Chief marketing officers must become data-driven storytellers who speak the language of the CEO and CFO

VOICE