The future CMO needs an in-house creative to join them in the board room

I am making a prediction for the future...

Marketing Week just came out with an article with more evidence that the role of marketing is getting increasingly more technical. (Link in comments below.)

"Of the companies that regularly attend Cannes, the data found 67% have seen an increase in tech skills and a 32% decline in the share of creative skills during the past five years."

In June I attended an exclusive CMO event where Rupert Bedell the VP of Marketing of American Express was sharing the same sentiment (see a photo of his slides below).

As I read these I ask myself - so who then is responsible for the creative expression of the brand? Surely it has to be the in-house creative team who will own this.

I predict that in the next 2-3 years we will see In-House Creative/Design/Agency Leaders in the C Suite.

(First written on my Linkedin profile in August 2022)