Forbes, ScribbleLive, and LinkedIn Partner to Release 4th Annual CMO Influence Study

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Phil Schiller, SVP of Worldwide Marketing at Apple, Leads This Influential Pack for Fourth Consecutive Year

New York, New York – (November 9, 2015) – In 2015, the marketing world has become extremely complex. Today’s most successful CMOs (Chief Marketing Officers) must be able to uniquely combine the science of marketing with the art of storytelling in order to create influence for their brand and distribute their story in a way that will create an offline and online customer experience. So which CMO was able to strike the right balance of marketing science and storytelling?

The answers can be found in the 4th Annual CMO Influence Study released today by partners Forbes, ScribbleLive, and LinkedIn. This study reveals the most influential CMOs in the world based on analysis ScribbleLive, the leading data-driven content marketing platform, completed on the top 500 companies from the 2015 Forbes Global 2000 Largest Companies list (Forbes Global 500) and the 2015 Forbes Most Valuable Brands lists.

For the fourth year in a row, Phil Schiller, SVP of Worldwide Marketing at Apple, was recognized as the most influential CMO in the world. The introduction of the iPhone 6S, the iPad Pro, and Apple iOS 9 in September were some of his most touted accomplishments and earned him the top spot with an average influence score of 668 percent (over 523 percent higher than his nearest competitor). New to this year’s list were Kevin Hochman, CMO of KFC US, and Kevin Crull, CMO of Sprint, who ranked number 2 and 3 respectively.

Rounding out the Top 10: #4 Olivier Francois, CMO of Fiat Chrysler, #5 Beth Comstock (highest ranked female CMO), Vice Chair of GE, #6 Scott Moffitt, EVP of Sales and Marketing for Nintendo, #7 Geoff Morrell, SVP of US Communications and External Affairs at BP, #8 Martine Reardon (second highest ranked female CMO), CMO of Macy’s, #9 Keith Weed, Chief Marketing and Communications Officer at Unilever, and finally #10 Alain Visser, SVP, Marketing, Sales, and Customers Service at Volvo.

“Chief Marketing Officers are rising in importance within the C-Suite as they evolve to be the principal drivers of business growth,” said Bruce Rogers, Chief Insights Officer and Head of the CMO practice, Forbes Media“That’s why we set out to create a ranking of those deemed most influential within their industries and their craft, and we are pleased to partner with Scribblelive and LinkedIn for our 4th annual list of the World’s Most Influential CMOs.” Within the top 5 CMOs, notably, Phil Schiller is the only CMO to rank in the top-10 influencers on three topics of specific interest to marketers, namely mobile marketing, marketing innovation, and global marketing (#50, Best Western’s Dorothy Dowling, ranks on this last topic, too). While his peers discuss his products, Schiller demonstrates strong domain dominance not just with his brand, but also across the marketing spectrum.

Yum! Brand’s Kevin Hochman, CMO for KFC, made waves discussing the new actor playing the KFC Colonel at Comic-Con and serving as a Waze navigation voice. Crull announced Sprint’s competition with AT&T for DirecTV customers’ business and a new unlimited wireless plan. Fiat Chrysler’s Olivier François, #4, also made a substantial gain over his 2014 #15 ranking. His topic range is broad, from FC sponsored music videos to new car models and the company’s involvement in “Star Wars” marketing.

Fifth-ranked Beth Comstock rose from a #8 slot last year (and in September was promoted from CMO to Vice Chair of GE). Comstock’s ranking is based both on the influence she expresses personally as well as her inherent newsworthiness as a leading executive. She is also the only influencer on the list who is avidly followed by her peers on social media.

Larry Levy, Executive Vice President of ScribbleLive states, “We salute this year’s CMOs who made the list for their ability to create a real signal in an increasingly noisy market.”

To arrive at the scores, the ScribbleLive Influence platform analyzed more than 100 million articles from news, blog, and social media sources, identified opinions from and reactions to the selected CMOs, and calculated a proprietary influence score based on the people or entities reacting to an opinion. This was weighted by their respective influence on a given topic, the credibility of the outlet where the reaction was published or consumed, and the volume of reactions generated by the opinions attributed to that influencer within the studied timeframe of May 12 to September 30, 2015.

The complete Forbes/ScribbleLive 2015 CMO Influence Study can be viewed and downloaded here.

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About ScribbleLive
ScribbleLive is not just a marketing software company. We are committed to transforming the effectiveness of marketing through innovation. Our team believes that most approaches to marketing deliver poor outcomes. Our goal is to help our customers solve this problem by providing technologies that enable unique approaches to marketing through the use of data science and content to deliver superior business outcomes with far fewer marketing resources. Let us show why over 1000 businesses globally use ScribbleLive to deliver superior results. For more information, visit www.scribblelive.com

About Forbes Media
Forbes Media is a global media, branding and technology company with a focus on news and information about business, investing, technology, entrepreneurship, leadership and affluent lifestyles. The company publishes Forbes, Forbes Asia, Forbes Europe and ForbesLife magazines as well as Forbes.com and ForbesLife.com. The Forbes brand reaches more than 75 million people worldwide with its business message each month through its magazines (including 37 licensed local editions around the globe), Forbes.com, TV, conferences, research, social and mobile platforms. The Forbes magazine iPad app merges print storytelling with social sharing and the Web. Forbes Media’s brand extensions include conferences, real estate, education, financial services and technology license agreements.

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