Many executives have come to feel that rapidly evolving brand and agency roles and responsibilities are having a negative impact on business results, creating a series of challenges. To investigate this issue, Forbes Insights, in collaboration with Oracle Marketing Cloud, conducted a global survey of 255 executives across a range of functions in 2015.

“It’s all about surprising and delighting customers and making their lives easier. That mindset coupled with the enormous access we have to data today, can make a meaningful difference for consumers.”
—Patrick Adams
Head of Consumer Marketing, PayPal, North America

Seventy-five percent of respondents were involved in providing internal brand support for their companies; 12% were from agencies; 13% were from technology vendors that support marketing programs. Sixty-five percent had C-level titles; the rest were VP/Director or above.

Forty- nine percent of respondents were based in North America; 24% in Europe; 18% in Asia-Pacific; and 9% in Latin America. Forbes Insights also conducted qualitative interviews with senior executives.

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