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2016-05-17

Boyden: Boyden Executive Monitor Finds Chief Marketing Officers Increasingly Critical for CEO Success

LONDON and NEW YORK, May 17, 2016 (GLOBE NEWSWIRE) -- Chief Marketing Officers
are becoming vital players in their CEOs' success, with digital innovation
and data analytics often playing key supporting roles, according to the
Executive Monitor
released today by Boyden Global Executive Search.

A photo accompanying this announcement is available
athttp://www.globenewswire.com/NewsRoom/AttachmentNg/57149c37-d57a-4789-bc...

The report includes exclusive insight from Alistair Macrow, Senior Vice
President, Chief Marketing and Communications Officer at McDonald's United
Kingdom; Ty Shay, Chief Marketing Officer at LifeLock; and George Parr,
Senior Vice President and Chief Marketing Officer at SIRVA Worldwide. Also
featured is a sidebar interview with John Cripps, CEO of Marketing Decision
Science.

"The CMO is now a critical player for the CEO, an equal to any in the
C-suite", said Lisa Gerhardt, Leader of Boyden's Global Consumer and Global
HR Practices and Partner, Boyden New York and Boyden UK. "The CMO is helping
drive strategy around non-traditional areas, often working with HR executives
to shape the employer brand and employee value proposition. CMOs are also
working hand in glove with CIOs to ensure that the right technology is in
place to deliver the digital strategy and consumer experience. CMOs are
increasingly critical to an organisation's strategy and ultimately its
success or failure."

Boyden's Executive Monitor
report, titled The Fully Integrated CMO,
covers how data analytics and greater connectivity with customers are
transforming the responsibilities of CMOs; the qualities and skills this
transformation demands of CMOs today and will in the future; sentiment of
CEOs toward the leaders of their marketing functions; and the enhanced role
the CMO must play within the C-suite.

"CMOs are now at the centre of a quantitative approach to marketing, where
data is often critical for analysis and decision making", said Antonio
Sanchez, Boyden Board Member and Managing Partner, Boyden Colombia. "In the
past, the work of the CMO, CFO, CIO and CHRO was more isolated. As part of
the integration of C-level officers, the CMO is a leading force to collect
and analyse data to improve customer knowledge and revenue."

"CEOs expect their CMOs to take on expanded responsibilities in today's
environment of fragmented media and overwhelming big data", said Cornelia
Tänzler, Managing Partner, Boyden Switzerland. "Successful CMOs will be those
capable of on-boarding key stakeholders with divergent interests onto this
unique vision."

The new report also focuses on the following topics regarding CMO talent
acquisition and retention:

* Role of CMO in affecting organisational change, driven by digital
innovation, data analytics, and a pervasive global shift toward
customer-centricity
* Key points of collaboration between CMOs and their C-suite counterparts
* Trend toward CMOs becoming CEOs, rooted in the increasingly strategic role
marketers play

"Culture analysis and fit are crucial in hiring a new CMO. 'Hired for
technical skills, fired for fit' is an all-too-common outcome", said Anne
Raphael, Managing Partner, Boyden France. "Cultural fit also is a factor when
the CMO is an internal promotion. Even if a candidate is internal, this does
not guarantee that the executive will be a good fit in critical areas or able
to transform the culture."

"Data analytics have enabled marketers to quantify consumer behaviour in
entirely new ways. However, purchase decisions are still largely emotionally
driven, especially when price is removed from the equation", said Gray
Hollett, Chief Marketing Officer of Boyden. "Agility is paramount in managing
growing pains associated with leveraging the latest technology, harnessing
customer experience, and collaborating more closely with other business
functions. CMOs must be flexible and find the solutions that work best for
their individual business and that support their organisation's success
measures."

The full Boyden Executive Monitor
report is available at www.boyden.com.

About Boyden World Corporation
Boyden is a global leader in retained executive search and talent advisory
services with more than 70 offices in over 40 countries. Founded in 1946,
Boyden specialises in senior executive search, interim management and human
capital consulting across a broad spectrum of markets and sectors. For
further information, please visit www.boyden.com.

The photo is also available at Newscom, www.newscom.com, and via AP
PhotoExpress.
Contacts:

Dan Margolis, for Boyden
t. +1 (213) 452.6472
e. dan.margolis@fticonsulting.com
Kara Condon, for Boyden
t. kara.condon@fticonsulting.com
e. +32 (0)2 289.09.49

---------------------------------------

This announcement is distributed by NASDAQ OMX Corporate Solutions on behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely responsible for the content, accuracy and originality of the information contained therein.
Source: Boyden via Globenewswire

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