Market-changing advertising meant to drive profitability should leverage audience insight

Market-changing advertising meant to drive profitability should leverage audience insight

Usually, when I encounter the concept of turnover in restaurants, it’s a delicious pastry, or it has to do with hourly employees and managers. But a marketing expert recently clued me in to another position that cycles through people often: the chief marketing officer.

“The average lifespan of a CMO position is about 12 to 20 months at many places,” said Matt Kolbert, director of business development for AStone, a marketing and branding agency with four offices in California. “If CMOs

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