Speaking at the European CMO of the Year awards in Munich, Serviceplan Group CEO Florian Haller argued that marketing has moved far beyond its traditional role in advertising. Today, he said, it occupies a central position in the whole customer journey, where data, technology, and creativity converge.
Haller, whose Munich-based agency group is one of Europe's largest independent marketing networks, emphasized that the shift reflects broader changes in consumer behavior and digital infrastructure. 'Marketing is more important than ever,' he told attendees. 'It's no longer just about creating a campaign. It's about orchestrating every touchpoint a customer has with a brand.'
Data, Technology, and Creativity as Pillars
The CEO highlighted three pillars that now define modern marketing: data analytics, technological platforms, and creative storytelling. He noted that successful brands in Europe—from Berlin to Barcelona—are those that integrate these elements seamlessly. 'You can have the best data in the world, but without creativity, you won't connect emotionally. And without technology, you can't scale that connection,' Haller said.
The awards ceremony, now in its inaugural year, recognized chief marketing officers from across the continent. Among the finalists were marketers from Ferrari, LEGO, and Revolut, each vying for the top prize. The event, held alongside the Cannes Lions International Festival of Creativity, underscored the growing prestige of the CMO role in European business.
Haller's remarks come at a time when European companies are grappling with tighter data regulations under the GDPR and rising competition from US and Asian tech giants. He argued that European marketers have a unique advantage: a deep understanding of diverse local markets within the EU's single market. 'We speak 24 official languages, but we share common values. That's a strength, not a weakness,' he said.
The Serviceplan chief also pointed to the importance of events like the European CMO of the Year awards in fostering cross-border collaboration. 'When a CMO from Milan meets one from Warsaw, they exchange ideas that can transform entire industries,' he added.
Earlier this year, Ferrari's marketing chief departed after a rocky electric-vehicle launch, and a BMW veteran took over—a sign of how high the stakes have become. That transition illustrates the pressure on marketing leaders to navigate both legacy brand expectations and new technological frontiers.
Haller also touched on the role of artificial intelligence, echoing sentiments from AWS's marketing chief, who recently argued that failure is the only path to AI mastery. 'We are all learning. The key is to experiment, fail fast, and iterate,' Haller said.
The European CMO of the Year awards are expected to become an annual fixture, reflecting the continent's ambition to define its own marketing standards. As Haller put it, 'Europe doesn't need to copy Silicon Valley. We have our own way of doing things—rooted in quality, trust, and long-term thinking.'
