The Idea

The requirements that have to be met by a Chief Marketing Officer have undergone radical changes. Growing complexity, continuing fragmentation, the increasing number of communication options available and the break-up of traditional sales channels mean that such officers need higher levels of specialist knowledge, personal abilities, corporate vision and clear business acumen. Existing business models are undergoing further development in marketing departments, including the optimisation of their profitability. New business models are being initiated and established.

With the “CMO of the Year” award, the members of the “CMO of the Year” Council, the previous year’s winner and the Innovation Day partners are honouring the Chief Marketing Officer who has most successfully met these requirements over the one-year review period. The CMO of the Year is therefore considered to be the representative role model for the entire sector.

The award has been presented four times so far: to Eric Liedtke in 2017, to Hans-Christian Schwingen in 2016, Godo Röben in 2015 and Dr. Ian Robertson in 2014. Last year’s winner has been awarded at the celebratory CMO Award Night on the evening of 28 September at Alte Bayerische Staatsbank in Munich.

CMO of the Year 2017

Eric LiedtkeAdidas

CMO of the Year 2016

Hans-Christian SchwingenDeutsche Telekom

CMO of the Year 2015

Godo RöbenRügenwalder Mühle

CMO of the Year 2014

Dr. Ian RobertsonBMW

The Methodology

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.

  • Person

    Experience and knowledge, awards, social commitment, etc.

  • Success

    Revenues, profit margin, market share, brand development, etc.

  • Image

    Reputation in the press, public perception, etc.

  • Innovation

    Products, price/distribution/communication policy, etc.

  • Internationality

    International sphere of influence of the CMO

The Jury

The this year’s jury for the CMO of the Year Award is made up of the following members of the “CMO of the Year” Council and selected marketing and media experts:

Tim AlexanderDeutsche Bank
Kirstin BrunkhorstFreixenet Deutschland
Pamela FellaEstée Lauder
Galina HerzigCarglass Deutschland

CMO of the Year 2017

Eric LiedtkeAdidas

CMO of the Year 2015

Godo RöbenRügenwalder Mühle

CMO of the Year 2016

Hans-Christian SchwingenDeutsche Telekom
Jolanda SchwirtzNestlé Deutschland
Horst von ButtlarCapital
Matthias Dang IP Deutschland
Hans Demmeln-tv
Ronald FockenServiceplan Group
Florian HallerServiceplan Group
Thomas KanschatSpotCom
Sascha LekicSamsung Electronics
Thomas LindnerF.A.Z.
Prof. Dr. Anton MeyerLMU
Ingo MüllerF.A.Z.
Dr. Stephan SchusterWMF Group
Frank VogelG+J Media Sales
Dr. Uwe VorkötterHorizont

The chairman of this year’s jury is Prof. Dr. Anton Meyer, Head of the Institute for Marketing at LMU. Spokesperson of the jury is Horst von Buttlar, editor-in-chief of Capital.

Here is an overview of the “CMO of the Year” Council:

The Nominees 2018

The “CMO of the Year” Council nominates ten Chief Marketing Officers in Germany who are set to run for the title of “CMO of the Year 2018”. The nominees for 2018 are being announced at the beginning of September.

The Winners

Eric Liedtke

Adidas, CMO of the Year 2017

Hans-Christian Schwingen

Deutsche Telekom, CMO of the Year 2016

Godo Röben

Rügenwalder Mühle, CMO of the Year 2015

Dr. Ian Robertson

BMW, CMO of the Year 2014

© An initiative of Serviceplan, Mediengruppe RTL Deutschland, F.A.Z., G+J e|MS, Samsung and Antenne Bayern.