“It’s an enormous honour to be elected Master of the Marketors Company for 2018. I want to do my best to give the Company an interesting and entertaining programme for 2018, to help advance our chosen profession and the name and fame of the Company, but above all to be a good steward who hands over the Company to his successor in at least as good a state as he found it.
My theme for the year, reflecting my own background in information technology is 'The 2020 CMO'. How will the new technology change the practice and profession of Marketing? How will the CMO’s role change as a result? How should the CMO respond to the risks and opportunities thrown up by the new technology? What strategies will make the most of opportunities while minimising risks?
The rate of change is so rapid that focusing on today is too late and even the midterm future almost impossible to predict. To get a clearer view, the focus will be on 2020, when today’s emerging technologies will have matured and the bleeding edge technology of today will already be in general use by early adopters.