The CMO in 2025: Why Sir Martin Sorrell was wrong...

When Sir Martin Sorrell recently claimed at CES 2025 in Las Vegas that the role of the CMO has become “simpler,” he sparked a wave of raised eyebrows in the marketing world. His reasoning? The growing dominance of four major platforms—Google, Meta, Amazon, and TikTok—which together account for “half the market” outside mainland China. The implication? That marketers can simplify their lives by focusing budgets on these giants in a “set-and-forget” approach.

But while that strategy may sound convenient, it fails to acknowledge the full reality of today’s marketing landscape. In truth, the role of the modern CMO is not only more demanding—it’s more critical than ever.

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A landscape of unprecedented complexity

CMOs operate in a world where the boundaries between traditional media, digital ecosystems, and commerce have blurred. Here are just a few reasons why 2025 is anything but a simplified era for marketers:

1. Media fragmentation

While the “Big Four” hold substantial market power, they represent only a fraction of the possibilities. Niche platforms are booming, connected TV (CTV) is making a strong comeback, and the importance of first-party data and direct-to-consumer (DTC) channels is growing. CMOs must navigate this rich and evolving mix.

2. Evolving consumer expectations

Today’s consumers demand personalized, seamless, and authentic interactions at every touchpoint. Meeting these expectations requires sophisticated data strategies, agile marketing teams, and cutting-edge tech—all of which add complexity to the CMO’s role.

3. Economic pressure

From supply chain disruptions to inflation, CMOs must manage uncertainty while justifying every euro spent. Delivering measurable ROI has never been more urgent, demanding a delicate balance between short-term performance and long-term brand equity.

4. Regulatory challenges

Data privacy laws are rapidly evolving, forcing marketers to rethink how they collect, store, and use data. Ensuring compliance while still running impactful campaigns is no easy feat.

5. Cross-functional leadership

Today’s CMOs do more than lead marketing—they drive business transformation, collaborate with tech teams, and shape strategic direction. This calls for a skill set that far exceeds traditional marketing expertise.

Navigating the chaos

The best marketing leaders are those who embrace the chaos, not run from it. Accepting complexity as a fact—not a flaw—is the only way forward.

CMOs must be both visionary and hands-on, creative and analytical, strategic and operational. Understanding not just the platforms themselves, but the broader ecosystems they operate in—including their limitations and risks—is critical. Diversification, innovation, and relentless customer focus are the traits that separate leading brands from the followers.

Complexity is not the enemy

Instead of downplaying the challenges of the CMO role, we should recognize and value the intricacies of modern marketing. This complexity is exactly where the opportunities for differentiation, creativity, and growth lie.

The role of the CMO hasn’t become simpler. It has become richer, more dynamic, and more powerful. And for those willing to embrace the chaos, the rewards have never been greater.