Most company boards of directors value marketing but few really understand its potential, Australia's advertisers were told today at the annual RESET conference.
John Broome, CEO of the Australian Association of National Advertisers (AANA), the peak body representing advertisers, says brands and growth are intertwined.
"I think we all agreed to a massive opportunity for the marketing profession," he told 500 advertising professionals when opening his association's national conference.
"Who better in the organisation understands the brand, who better in your business understands your brand's relationship with your customers current and future?
"Who better in your organisation is best positioned to be the brand co-pilot for growth alongside the CEO and CFO?
"The fact is this is a great opportunity to put the marketing profession back into the boardroom.
"Most boards will state that they value marketing but very few understand its true potential and how it works."
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