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CMOs are discovering a new kind of sustainability, which lies in fully leveraging artificial intelligence to enhance efficiency and performance.
CEO
Serviceplan Group Italy
CMO voices
The CMO Barometer is an annual study that surveys top marketers from 14 European and Middle Eastern countries. Now in its seventh edition, the study is conducted by Serviceplan Group in partnership with the University of St. Gallen and executive search firm Heidrick & Struggles.
In September 2025, 805 marketing leaders from various sectors and company sizes participated in the survey. The countries involved were: Germany, Austria, Belgium & Luxembourg, France, Italy, Spain, the Netherlands, Switzerland, Denmark, Sweden, Norway, Finland, the UK, and the Middle East.
About University of St. Gallen (HSG)
The Institute for Marketing and Customer Insight at HSG is a globally respected academic institution, known for its impact in marketing and customer insight research across academia, business, and society.
About Heidrick & Struggles
Heidrick & Struggles (Nasdaq: HSII) is a premier provider of global leadership advisory and on-demand talent solutions, serving the senior-level talent and consulting needs of the world's top organizations. In our role as trusted leadership advisors, we partner with our clients to develop future-ready leaders and organizations, bringing together our services and offerings in executive search, inclusion, leadership assessment and development, organization and team acceleration, culture shaping, and on-demand, independent talent solutions. Heidrick & Struggles pioneered the profession of executive search more than 70 years ago. Today, the firm provides integrated talent and human capital solutions to help our clients change the world, one leadership team at a time.
About Serviceplan Group
Serviceplan Group is Europe’s largest independent, partner-led agency group. Founded in 1970 as a traditional ad agency, it quickly developed the “House of Communication” concept – the only fully integrated agency model in Europe today, combining Creative & Content, Media & Data, and Experience & Commerce under one roof.
With 43 owned offices and additional partnerships, Serviceplan operates in 24 countries and all major economic regions worldwide.
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