HomeGeneral NewsCMOs and CFOs at odds on what effectiveness means: Ebiquity

CMOs and CFOs at odds on what effectiveness means: Ebiquity

July 9, 2026

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A study of leaders at major multinationals reveals a big disconnect between marketing and finance executives over what “effectiveness” means in advertising.

Advertising effectiveness consultancy Ebiquity and the World Federation of Advertisers surveyed 71 senior leaders across 10…

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