Forty minutes with Adam Wright and Matt Huntly on what a CMO is now for. The argument that carries: a metric is not a readout, it is an instruction — pick the wrong one and the organisation dutifully changes its behaviour to hit it. So the job is choosing measures that move people towards the thing you actually wanted, then holding brand and data and creativity together rather than trading one against the others. AI comes up as something to put to work in specific places, not as a strategy.
Summary from the episode page, not the full forty minutes. No quote until it has been listened to. The link below goes to the piece in full.
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