Vision 100 List Reveals Marketing Pioneers for 2015
Marketing Week has just compiled its second annual Vision 100 list in association with Adobe. This countdown of the most visionary executives in the business world gives us insight into the most influential individuals in marketing and commerce. This list certainly features the biggest names from the most prominent brands, but also touches upon a raft of people who emanate from start-ups, and SMEs.
The emphasis with this list is very much on the quality of vision, and although the majority of people featuring in the Marketing Week top 100 have the word ‘marketing’ in their titles, CEOs, brand directors and digital leads also feature. This reflects the fact that although marketing is often thought of as being the sole responsibility of marketing departments, in fact influencers from all over a business can have a significant impact on this important area.
In the diverse world of contemporary marketing, many different qualities are required in order to effectively promote a brand, company or product. Therefore an equally wide set of parameters was used in order to select this group of elite individuals. The criteria utilised in the compilation of the Vision 100 included meeting and overcoming challenges, leading on product, services or technology innovation, and trailblazing in a particular industry or profession.
There have been a particular accentuation in this most recent list on the multi-channelled, multi-device contemporary world. This is becoming a critical aspect of marketing, with the digital operations of companies often central to their success or otherwise. Considering that this is such a rapidly evolving environment, risk-taking becomes a central part of promoting and successfully advertising a brand. It is essential to innovate and embrace new technologies; standing still is certainly not an option in this climate. Thus, brands and individuals that have managed to reinvent and transform themselves have been particularly rewarded in this latest best of the best..
Of the 100 individuals who have been selected for this year’s Vision 100 list, there are many familiar faces and brands which are household names. Two in particular will be instantly recognisable to regular readers of CMO.com, considering that they have recently been interviewed in this publication brought to you by Adobe.
The first of these is Direct Line’s Mark Evans, who discussed how he is leading a rejuvenation of the brand as it attempts to redefine the UK insurance industry once again. And Simon Michaelides, executive board marketing director for UKTV, also makes an appearance in this influential grouping. CMO had taken the opportunity to interview Michaelidis just days ago, which has turned out to be a timely opportunity considering his inclusion in the Vision 100. Michaelidis has overseen a change in structure that has brought digital from an editorial function into the heart of the marketing department. His forward thinking attitude when it comes to digital has undoubtedly led to Michaelidis being nominated.
Brands such as BMW, L’ Oreal and Coca-Cola which have also featured on CMO.com were also prominent parts of the Vision 100 listing. And there are a raft of other household names in this who’s who of the marketing industry in the present day.
As might be expected, the Vision 100 list strongly embraces female marketers. Men make up the majority of the list, but there is a strong female presence, with just over one-in-three of the individuals nominated being female. This is consistent with the figure from last year’s listing.
However, elsewhere there have been significant shifting demographics. Whereas 17% of the list was involved in the retail sector last year, this has increased significantly with this year’s Vision 100 selection. Over one-quarter of the 2015 list (28%) is based in the retail sector, and this perhaps hints at something of a comeback for the high street. It has been a difficult time for retail in general, but with serious and sustained economic growth having occurred over the last year or so, it may be that people’s spending power is taking them back into retail outlets. This can only be a good thing for digital marketers in the retail space.
But the new wave of retail is also represented in the Vision 100. It is noticeable that both Spotify and Netflix feature in this listing, underlining the fact that the digital economy is very much a strong competitor to traditional retail.
Meanwhile, as retail apparently performs extremely well in terms of innovation, the financial sector has slumped significantly during the last 12 months, at least in the eyes of the Vision 100 listing. The number of individuals involved in the financial sector on this year’s Vision 100 nominations list was snapped nearly in half, falling to seven from 12 people last year. This perhaps suggests that the financial sector has more to do in order to keep up with the latest trends in marketing.
When one takes the time to peruse the Vision 100 list, it really does encompass an extremely impressive array of brands and prominent industry figures. In fact, it becomes difficult to actually recognise an industrial niche which has not been truly represented. But there are still fluctuations in popularity between the listings from this year and last year, which suggests that some industrial sectors are doing a better job than others of marketing themselves in this new digital age.
With the Vision 100 list expected to clock up its third birthday next year, it will be interesting to see what trends and tendencies emerge over the next 12 months. Certainly we can expect to see some new names on the list, as well as the rise to prominence of certain industrial areas and demographics.