Observed Signal · Aug 18, 2026 · Award Ceremony · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Neutral
CMO of the Year: CMO Role Has Fundamentally Changed
An interview marking the fifth Swiss edition of the "CMO of the Year" award highlights how the CMO role has shifted from pure communication and brand management to include transformation leadership, data expertise, innovation, customer experience, sustainability and economic efficiency. The article names six nominees for CMO of the Year 2026 (Veronika Elsener, Andrea Hänggi, Antonia Lepore, Jens Plath, Roman Reichelt, Raphael Werner) and confirms the award-night on 20 August 2026 at LaSalle im Schiffbau. The selection process is multi-stage, led by a jury and supported by the Institute for Marketing & Customer Insight at the University of St. Gallen. Serviceplan created the award; a European edition debuted in Cannes in 2026. Partners include Admeira, APG, 20 Minuten, m&k, persönlich, Swiss Marketing and the University of St. Gallen institute.
Industry event recognizing marketing leadership in the Swiss market; relevant for marketing/agency networking and visibility but not a major platform policy or technology change.
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Key Takeaways & Evidence Grounding
- The article marks the fifth Swiss edition of the "CMO of the Year" award.
- Nominees for CMO of the Year 2026: Veronika Elsener (Victorinox), Andrea Hänggi (Lindt & Sprüngli), Antonia Lepore (AXA), Jens Plath (Twint), Roman Reichelt (Brack), Raphael Werner (Denner).
- The award night (winner announcement) is scheduled for 20 August 2026 at LaSalle im Schiffbau.
- Selection uses a multi-stage process with a jury and detailed dossiers prepared by the Institute for Marketing & Customer Insight, University of St. Gallen.
- Serviceplan created the "CMO of the Year" award and launched a European edition with its first event in Cannes in 2026; the Swiss edition lists partners including Admeira, APG, 20 Minuten, m&k, persönlich and Swiss Marketing.
Connected Companies & Entities
4 Entities mapped“For the 'CMO of the Year 2026' the following personalities are nominated: Veronika Elsener (Victorinox), Andrea Hänggi (Lindt & Sprüngli), A...”
““'CMO of the Year' is an invention of Serviceplan and is also carried out in other countries.”...”
“The event's supporting partners include Admeira, APG, 20 Minuten, m&k, persönlich, Swiss Marketing and the Institute for Marketing & Custome...”
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Six Nominees Announced for CMO of the Year
A jury has selected six nominees for the fifth 'CMO of the Year' award in Switzerland. The winner will be announced on 20 August 2026 at an Award Night at LaSalle in Zürich, marking the award's fifth anniversary. The selection used a structured two-stage process informed by detailed dossiers prepared by the Institute for Marketing & Customer Insight at the University of St.Gallen. The jury met for its decisive session at Admeira in Zürich. The award is organized by Serviceplan Group Switzerland; a Spotlight Session featuring musician Baschi is scheduled during the event.
Raphael Werner Named CMO of the Year 2026
Raphael Werner, Denner's marketing chief, was awarded "CMO of the Year Switzerland 2026" by the Serviceplan Group Switzerland at the fifth edition of the award. A jury of 18 representatives from business, marketing, media and academia evaluated candidates using dossiers compiled by the Institute for Marketing & Customer Insight at the University of St.Gallen. Werner, who began his career at Lidl and now leads Marketing, Promotions, Digital Business and Customer Insights at Denner, was recognized for culturally relevant, data-driven customer leadership and bold brand communication. The award night took place at LaSalle in Schiffbau Zürich and the initiative is run by Serviceplan Group Switzerland in partnership with multiple Swiss industry organisations and media partners.
CMO Tenure Drops 35% Since 2010, Study Finds
A study of 13,000 U.S. marketing professionals reveals that median CMO tenure has declined by 35% since 2010, from four years to 2.6 years for those starting after 2022. The survey, conducted by Findem and CMO Huddles, highlights that only 36% of Fortune 500 companies now use the CMO title, a significant drop from 55% in 2024. CMOs often report to someone other than the CEO, and marketing spend as a share of sales has fallen to 7.8% from 11.2% in 2018. Short tenures lead to inconsistent direction and frequent agency pitches, with agency-client relationships averaging just 3.7 years. Experts attribute the trend to misaligned expectations and reduced CMO influence in the boardroom.
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