From 2017 on the motto of the CMO of the Year award is “From CMOs for CMOs”. Potential candidates for the award have been chosen since 2014 from Germany’s top advertising spenders, nominated brands from the Best Brands study and nominations by a 20-strong circle of experts, but now the “CMO of the Year” Council is taking over responsibility for identifying the finalists. It consists of 80 Chief Marketing Officers from well-known German companies and assesses the potential prize-winners on the basis of the five criteria listed below.
The top candidates identified in this way are then discussed and evaluated by a balanced award jury in a meeting lasting several hours. Dossiers generated by the Institute for Marketing of the Ludwig Maximilian University of Munich (LMU) form the basis for this.