Weber Shandwick released Convergence Ahead: The Integration of Communications and Marketing, qualitative research that takes a look at the subtle but growing shift taking place in many companies across the world: the convergence of communications and marketing functions. Convergence Ahead examines the experiences of executives who have successfully integrated these two traditionally siloed functions to more fully engage all stakeholders and provides guidance to those considering convergence.
The research consisted of in-depth telephone interviews with chief communications and marketing officers (CCMOs or CMCOs) responsible for integrating the communications and marketing roles for their organisations. The findings reveal some of the drivers behind the decision to converge, such as the ever-changing and increasingly complex media environment, the explosion of social and digital technologies, and the growing fusion between brand and corporate reputation. The research also describes the upsides and downsides of convergence and the various structures that emerge.
Convergence Ahead: The Integration of Communications and Marketing offers a “Six Step Guide to Successful Convergence,” developed from lessons learned from CCMOs who shared their convergence experiences. Click here to view the full report.