The lines between communications and marketing have always been blurry, but the rise of social media, branded content and corporate activism has further complicated an already tense relationship.
go awry — and if you’re like me, your first thought is, “How many approvals did this have to go through and why didn't anyone flag this?”Why it matters:
Lapierre, who reports directly to the CEO, says PwC has benefitted by combining marketing and communications because her team “owns every channel, so you actually cannot get anything out that isn't aligned to the strategic agenda.” According to Adashek — who holds the dual title of CCO and SVP, marketing and communications — this reorganization allows the two teams to deliberately work together in a more streamlined way.says it has to do with marketers' history of pushing expensive, shiny objects instead of long-lead strategic planning.
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