At the 2025 ANA/AEF Future of Marketing Leaders Conference in New York, CMOs and marketing leaders gathered to discuss the evolving landscape of marketing leadership, with a strong focus on talent, change, and the future of the industry. The conversations highlighted the growing importance of leadership in driving transformation, the need for strategic talent investment, and the role of adaptability in an era of constant change.
Here are some of our key takeaways from the event:
- Hiring, Supporting, and Developing Talent is a Top CMO Priority
One of the clearest messages from the conference was that talent is at the center of marketing success. CMOs agree that hiring, developing, and supporting talent is the most critical investment an organisation can make. Yet, despite its importance, it’s often one of the first things to be deprioritised amid shifting business pressures.
According to the latest CMO survey by Deloitte, Duke Fuqua and American Marketing Association , “Hiring and Talent Development” ranks higher than Digital Advertising, AI, or Automation in investment preferences. Why? Because marketing success starts and ends with people. The ability to attract, nurture, and retain top talent is what ultimately drives innovation, competitive advantage, and long-term business growth.
At Grace Blue, we see this every day. The right talent—not just in technical skills, but in leadership ability—is what fuels real transformation. Ensuring that talent is a top priority will be essential for organisations looking to stay ahead in 2025 and beyond.
Read more, ‘How Will Talent Help You Deliver Business Success in 2025?’
- The Importance of Leaders Who Can Build High-Performing Teams
Technical expertise and subject matter knowledge are table stakes for marketing leaders, but what truly sets the best apart is their ability to build and lead high-performing teams. The conference reinforced that it is not just about what people do but how they feel when they do it.
Alex Craddock, Chief Marketing and Content Officer at Citi, shared his personal leadership playbook for building high-performing teams—emphasizing vulnerability, self-reflection, and human connection. His approach underscores a broader shift in leadership: great marketing teams are built on trust, inclusivity, and a shared sense of purpose.
At Grace Blue, we focus not just on assessing expertise but on evaluating leadership ability—because great organisations are built by great leaders.
- Employer Brand is More Important Than Ever
Even companies with strong workplace cultures like American Express and Procter & Gamble recognise the need to continuously invest in their employer brand. Leaders from both companies shared how they actively cultivate a culture of learning and development, ensuring they remain attractive to top talent.
The takeaway? A strong employer brand isn’t static. It requires ongoing investment in culture, values, and employee experience in any market. Companies that prioritise their employer brand will have a competitive edge in attracting and retaining top talent.
Want to know more? Read our blog on employer branding and talent acquisition.
- The Most Valuable Leadership Skill? Adaptability.
The marketing landscape is shifting faster than ever. AI, changing consumer behaviours, and new technologies are redefining the industry. But while technical skills are important, the most valuable leadership skills today are adaptability, creative problem-solving, and resilience.
Speakers at the conference emphasised that AI will soon be operationalised across industries, much like the Internet was. The differentiator, now and in the future, will always be human ingenuity. Marketing leaders who embrace change with curiosity and agility will be the ones who thrive.
- Marketing and Sustainability: Doing More With Less
Sustainability was another key theme, with Dan Dipiazzo, Chief Marketing and Experience Officer at the Georgia Aquarium, highlighting the environmental impact of digital advertising. Leaders at the conference reinforced that less is more—brands are shifting toward fewer, more impactful marketing activations that drive results while minimising waste.
From a talent perspective, there is overwhelming evidence that companies committed to sustainability are more attractive to current and prospective employees. People want to work for businesses who are committing to sustainable practices, but a gap exists between what talent desires and how companies are communicating their sustainability efforts.
Here are seven actions leaders can take to embed sustainability through their approach to talent.
- Embracing Risk as a Marketing Leader
In a world where consumers are bombarded with messages, risk-taking is no longer optional for marketers—it’s a necessity. Emily Culp, Chief Strategy & Brand Officer at BodyHealth, emphasised the importance of taking calculated risks and articulating their business case to leadership.
Surprisingly, even traditional channels like direct mail are now seen as bold moves in the digital era. This highlights how innovation isn’t always about chasing the newest trends but about finding creative ways to connect authentically with audiences.
- Fandom and Community Are the Future of Brand Building
CMOs from brands like eos and LEGO showcased how they’ve built dedicated communities by listening to their audiences and embracing co-creation. Whether you’re a legacy brand or a disruptor, fostering genuine connections with consumers is key to long-term brand success.
- The Power of Restraint in Marketing
A final theme that emerged was the importance of restraint. With media consumption on the decline for the first time ever, brands are rethinking their approach—focusing on fewer, high-impact activations rather than trying to be everywhere at once.
Julia Goldin, Chief Product & Marketing Officer at LEGO, summed it up perfectly: “Rather than do a lot, do one thing—and make it imaginative, immersive, and unexpected.”
Final Thoughts
The 2025 ANA/AEF Future of Marketing Leaders Conference reinforced what we at Grace Blue know to be true: success in marketing isn’t just about technology or strategy—it’s about people. From talent development and leadership to embracing adaptability and fostering genuine community, the best marketing organisations will be those that invest in their talent first.