Think Strategically, Not Just Tactically, Former McDonald's CMO Warns
Published 4/14/2010
Author: John N. Frank
Summary
Marketing veteran Larry Light has a dire warning for other marketers: “Instead of marketing evolving, marketing is devolving,” he says in a podcast preview of a talk he’ll be delivering at the American Marketing Association’s upcoming SMART xChange conference taking place May 5-7 in Chicago.
“CMOs are spending a disproportionate share of their time managing and executing marketing communications. Rather than being a business leader, they have become a marketing communications implementer,” warns Light, who served as global CMO for McDonald’s from 2002 through 2005 as the fast-food giant experienced a business renaissance. Light is now CEO of his own Stamford, Conn.-based management consulting company, Arcature.
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