When we first began compiling Marketing Week’s second annual Vision 100 in association with Adobe, the wealth of talent we were able to call on became apparent very quickly.
We unveiled the inaugural Vision 100 just under a year ago and it is now time to unveil this year’s inductees. Our intention for the Vision 100 is as it was a year ago – it is an exclusive club of the brightest, the best and the most visionary executives.
Looking over this year’s Vision 100, the sheer variety of those chosen is clear. The biggest names from the world’s biggest brands are represented, but we also have people from what some might still consider start-ups, challengers and SMEs.
It is difficult to pin down one feature that defines a visionary, or one job title – the majority have the word ‘marketing’ in their titles but there are also CEOs, brand directors and digital leads on the list. Even those with more traditional titles have interests in technology, data and sustainability, such is the nature of the modern marketer.
In a world where consumers are becoming increasingly more demanding, where technology is offering more opportunities to brands and redefining the relationships they have with their consumers and where the economy remains challenging, one defining characteristic does emerge – being able to cut through the clutter.
It is about staying true to their brands and not lurching to use the shiniest new marketing tools. It is about recognising the need for change before change is upon them and structuring and aligning accordingly. It is about recognising that they cannot do everything and that knowledge needs to be shared.
As with last year’s Vision 100, we used a variety of different methods to select the group. These include meeting and overcoming challenges, leading on product, service or technology innovation and trailblazing in their industry or profession. It is also important to note that this is not a chart, a ranking or a list with climbers and fallers. Those included are in alphabetical order.
We have also included characteristics that add colour to the group. Whether their role is international in scope, whether they sit on their brand’s board or whether they act as a mentor to anyone in their organisation.
This is not the beginning and end of the Vision 100 2015. You’ll be hearing more from this year’s inductees both online and in print, with thought leadership and insight via columns and roundtables, and you will still hear from 2014’s inductees too.
Many of last year’s group have moved on to new brands and new challenges and indeed it emerged while curating 2015’s inductees that a handful of this year’s group will also be taking on new challenges.
The challenges they have faced and overcome, the innovation and adaptability they have demonstrated, and, of course, the vision they have shown means they will leave their mark and will likely remain in demand.
Congratulations to every member of the Vision 100 2015 in association with Adobe. It is a pleasure to introduce you.
The pace of change and innovation in the digital space is accelerating fast. Disruptive technology such as wearables and iBeacons have been on the radar for
a while, but there is now widespread adoption as the expectations of increasingly connected consumers hit
an all-time high. This means marketing departments are facing pressure to bring more ‘visionary’ thinking to the table to
put their brands ahead of the competition.
With more and more businesses relying
on marketing departments to stand out
in the digital world, we are thrilled to be partnering with Marketing Week to commend 100 visionary marketers who are disrupting the marketplace with their innovative flair and to celebrate their contribution to the digital marketing world and beyond. Whether a CMO, a digital strategist or an entrepreneur, these individuals have been singled out for their innovation, track record of success and influence within the marketing industry.
So what makes a visionary marketer in the modern age? The natural response would be creative ability. Of course, this is important but increasingly it just is not enough. Modern marketers need to master the art of combining their creative ability with the analytical know-how to come up with smart and successful ideas. Advanced maths and algorithms are particularly important as they enable marketers to be taken seriously at board level and credibly steer business decisions.
Today’s marketer needs to be a generalist with digital in their DNA; generalists who can look across all channels and drive the right mix for whatever is thrown at them.
Visionary marketing is also about a willingness to take risks. The multichannel, multi-device world we live in demands a fast response from marketers. In such a changeable environment, not taking a risk is a risk in itself and marketers must experiment at the edge of innovation and embrace new technologies. It is those marketers that demonstrate their value
to consumers that will be rewarded.
The theme of reinvention and transformation echoes in the conversations we have with global
brands every day. At our most recent
EMEA Summit, we brought together thousands of digital marketers to look
at how the digital landscape is changing and the growing need for marketers to reinvent themselves and their strategies
The Vision 100 reflects our own vision
to change the world through digital experiences. Our partnership with Marketing Week consolidates our reputation as the leading brand for
digital marketing and e-commerce professionals to create, deliver and optimise content and applications.
We are extremely proud to be involved
in identifying excellence in the industry
for the second year in a row.
We’re pleased to see individuals from the world’s biggest brands and a variety of sectors. Despite differences in roles and industries, they share one thing – their success in challenging the boundaries of the digital space, keeping their name at
the forefront of marketing conversation.
For those who made the list, I would like to congratulate you. Competition was tough and you should be very proud of your achievements. We look forward to seeing even more from you this year in what is an exciting time for the whole industry.
In terms of next steps, eight brands from the Vision 100 will join us and Marketing Week at an Adobe-sponsored roundtable and all winners will attend the party on Tuesday 30th June. Here we look forward to hearing their insights on how to stay savvy in the ever-increasing digital world.