Programmatic

Bayer’s Chief Marketer on Defending Budgets and Breaking Taboos

CANNES, France — With continuing economic challenges, marketing budgets will be under scrutiny for the remainder of 2023, which tests the relationship between the chief marketing officer and the chief financial officer. For Bayer Consumer Health CMO Patricia Corsi, a hands off approach works best. “He doesn’t ask my permission when he’s doing tax and…
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