Axel Schwan, who just took home a Cannes Lion for Burger King, wears a unique kind of CMO hat. As mentioned at a Cannes panel, the Executive Vice President and Global Chief Marketing Officer for BK explained that the role of the CMO has not only changed but expanded significantly in the last few years -- and “the fact that kind of thinking about door handles and the menu design falls under your unit, is striking.” I was fortunate enough to have heard him describe his challenges, vision and success stories. What follows are highlights from that panel, hosted by The Economist and moderated by its U.S. technology editor, Alexandra Suich.
Thoughts from Axel Schwan, Burger King’s Lion-Winning CMO
