As agencies tend to forge new relationships with client CEOs, there is undeniably confusion between the CMO and CEO position, with tension around how marketing plans are executed, budgeted for, and measured. James Rowe, Managing Director, adam&eveDDB New York explains: ‘A great CMO will understand that cultivating a bond between their CEO and agencies will ultimately lead to a stronger relationship and more powerful and effective work,’ meaning the CEO does not need to be directly involved in the work, but should facilitate the moments and conversations for creativity.