A business journalist for more than 20 years, Jenny is Editor of The CMO Network at Forbes, where she manages content critical to executive-level marketing decision-makers.

She reports on industry trends, research and news; has interviewed hundreds of CEOs and CMOs as part of her ongoing Forbes CMO Interview Series; developed the ongoing Forbes CMO University Alumni Series; serves on the advisory team for the ANA's CMO Talent Challenge; and annually oversees development of the Forbes 30 Under 30 in Marketing and Advertising list.

The Editor of The CMO Network at Forbes began by giving an overview of how students view marketing as a career choice. She explained that the 2008 recession had changed how students make career choices. This reduced the appeal of marketing as a viable option for some.

She added that marketing remains "an enigma" to most students because it touches on so many other areas of study without offering a clear sense of what makes it unique.

In addition, Jenny pointed out that students increasingly want to work at companies that have a culture they buy into. As a result, businesses need to work harder to find the best marketing talent.

Jenny Rooney, Editor, The CMO Network at Forbes

Alicia Hatch is a digital marketing veteran with over 15 years of experience building marketing engines that produce billion dollar businesses.

With her deep understanding of both the technology and the psychology of customer marketing, she designs groundbreaking programmes for Fortune 500 brands who are serious about digital marketing innovation.

She is currently building the digital consulting agency of the future at Deloitte Digital.

On stage, Deloitte Digital's CMO gave an insight into how the company is now approaching the development of its own marketing talent. Her first point was that companies need to start positioning marketing differently to attract talent; instead of focussing on the job, she said Deloitte Digital now puts an emphasis on the platform people will be working on.

Alicia then explained that she's recently become interested in how workflows might be a better tool to help define the collaborative nature of a great marketer in place of traditional org charts.

Finally, she outlined how the company had overhauled its training programme to incentivise training and make it more interactive and public.

Alicia Hatch, CMO, Deloitte Digital

Elizabeth Rutledge is the Chief Marketing Officer at American Express. In this role, Elizabeth oversees the brand’s global media, communications, sponsorships, experiences, strategic brand planning and customer insights.

Previously, Elizabeth was Executive Vice President, US Card Products and Benefits, and had responsibility for American Express’ Charge portfolio, Co-Brand products and the Consumer Lending portfolio as well as Membership Rewards. Prior to that, Elizabeth was Executive Vice President, Global Network Marketing and Information, where she delivered powerful marketing and insights to American Express merchants around the world.

At American Express, the senior leadership take time on a monthly basis to discuss training and development. This was just one of the insights that Elizabeth Rutledge shared on stage.

The CMO went on to add that the company has recently put in place a new suite of training opportunities but that their biggest learnings have been around how they make sure they don't pigeonhole their rising stars.

Elizabeth Rutledge, CMO, American Express

The outcomes Cannes Lions and the ANA are pursuing are growth and value for the global industry and for society. As a brand marketer, how will you drive growth? Let us know your first and second priorities by checking off the two working groups you will commit to supporting.

Next issue we'll be covering Brand Innovation, Creativity, & Experience.

Cannes Lions, part of Ascential Events (Europe) Ltd, will use your details to send you the requested information and to stay in touch via email about Cannes Lions products and services. You can unsubscribe at any time. We encourage you to read our privacy and cookies policy.

We really hope you’re enjoying the third issue of the CMO Growth Council Digest. We’d really appreciate a couple of minutes of your time to let us know what you think, any other information you’d like to see and how we could improve our content.